Navigating the Changing Landscape of Search Engine Optimization

 Posted on March 03,2015 in Campaigns

In the world on online marketing, the goal is to reach as many potential customers and clients as possible. You provide services that millions of people of need, and enhancing your company's internet presence is one of the most important aspects to reaching new clients. Enhancing internet presence means more than expanding the company website; it also requires an awareness and proper deployment of SEO, or search engine optimization. SEO represents a process of understanding the algorithms and characteristics of internet search engines, such as Google and Bing, and utilizing that information to draw more potential customers to your site. As search engines evolve to meet the needs of users, SEO changes as well, and an experienced marketing company can help you weather the changes while maintaining high internet visibility.

Billions of Daily Web Searches

More than 3 billion Google searches are run every day, totaling nearly 100 billion each month. Of those searches, Google estimates that nearly 500 million times per day, a search is one that the internet behemoth has never encountered before. A new search forces the engine to comb through billions of web entities and resources so that it can put together pertinent results and display them for the user, most of the time accomplishing the task in a second or two. At the core of SEO is knowing what types of content and information will attract the attention of the automated search process and cause a particular website to be returned as a result for appropriate searches.

Search Engine Optimization Tips

In response to relatively recent updates to search algorithms, marketing firms and SEO experts, of course, all offer suggestions on how to make your site more attractive to search engines. Many are very similar, including:

• Understand Your Mobile Audience: More than 55 percent of all internet activity is spent on mobile devices. A few simple changes to your company's site can allow mobile-users easier access, and rankings for mobile-friendly sites are boosted slightly. Mobile sites are also more likely to be accessed by users of social media sites like Twitter and Facebook.
• Have a Comprehensive Content Strategy: Previous iterations of search engines may have been fooled by a repetitive, nonsensical smorgasbord of keywords strewn about a company's site. Those days are quickly becoming a memory. Today, a search will look at the quality of the content on the site factoring in grammar, spelling, formatting, quality inbound and outbound links, and content length. In addition, it will also identify if inbound links to your site can be found at other reputable online locations. High-quality content and links will benefit your site far more than confusing, unnatural attempts to attract attention.
• Incorporate Optimization into the Design: Building an optimized website means considering SEO throughout the process, from the initial planning phase to launch, and all the way through subsequent improvements and updates. Throwing keywords and meaningless links onto the site right before launch does very little good, and is likely to be counterproductive. Optimizing your site from the beginning is worth the extra budgeted time and money.
• Allow SEO Time to Work: Search engine optimization does not work like a light switch. With quality SEO, the returns will come but they will take some time. This is especially true on new sites that have recently launched, as site history is commonly taken into account in web search algorithms. Internet marketing is a long-term strategy, and results will begin to trend upward if given the appropriate opportunity.

Find Online Marketing Experience

As a busy professional, you may not have the time or the inclination to understand search engine optimization and how to improve your internet presence. Since 2008, we have been providing high-quality, effective marketing solutions for attorneys. With experience in web design and SEO, our team can boost your website's visibility, allowing you to reach more potential clients than ever before. Contact OVC, INC. at  630-635-8000 to schedule a consultation today.

About the Author: Greg Wildman is the President of OVC, INC. Since 1999, Greg has developed hundreds of websites for attorneys from his company's inception as Online Video Concepts, LLC to the modern era's OVC, INC. Greg's knowledge of law firm marketing has helped many attorneys establish online presences through custom website development, Search Engine Optimization, legal directory partnerships, social media marketing, content writing and more.