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Understanding Search Engines and Search Engine Optimization

Approximately 80% of all Internet searches are done on Google.com. While Microsoft's Bing and Yahoo run a distant second and third, they are still used by millions of people every day. If one of your goals is to generate new business via your website then it is imperative that you understand the importance of creating a website that Google and the other primary search engines highly rank. It is also important to understand what Search Engine Optimization (SEO), Search Engine Results Page (SERP) and Pay-Per-Click (PPC) advertising mean and how they affect your business and website design, which is why we have created this brief overview . Cubed360 will be happy to provide you more in-depth information.

Understanding search engines and their importance in website design


Website Content is King

The value of web content (words, images, etc.) for your site and how they are used by search engines, is important to understand in the overall context of website design. A good example to use would be to a local dry cleaner. If you were looking for a local dry cleaner which search terms would you use? You would probably use the search terms “dry cleaners” or “dry cleaner” and also use the city and/or the name of the neighborhood you were looking in.

If your actual business was that of a dry cleaner in XYZ Shopping Center, the website should refer to its location in the XYZ shopping center. The content might include “Our dry cleaners is located at the intersection of Main St. and 1st Ave., in the heart of the XYZ Shopping Center”. Based on this example, your website would properly use the keywords “dry cleaners”, “City Name.”, “Main St”, “1st Ave.” and “XYZ Shopping Center” throughout the website and within every page title. Also, every image or picture on the website would be named using one or more of the keywords. Ideally something like “XYZ-Dry-Cleaners-City-Shopping Center Name”.jpg”.

This is obviously a simple example, but it should get the point across about keywords and images on your website. In its most basic form this is called “Search Engine Optimization” (SEO) because you have created your website with the proper use of relevant keywords and other content to match the terms used to find your business. If the website appropriately uses its keywords, image names, and other content on its website then you will be listed higher on the search engine results page (SERP). The same logic would apply whether you are an attorney, real estate agent, insurance company, or other business. The bottom line is that "content is king" and good content is required to help make your website successful.

It starts by having a well-built and responsive website with good content and easy navigation. A good website developer will also help you market your website by ensuring that you obtain quality Google and Yelp reviews. Cubed360 is able to guide you through each step and/or do the work for you.

Pay-Per-Click Advertising

If your business wants to be immediately listed on the first page of Google’s search engine results then you will need to use “Pay-Per-Click” ads advertising. Pay-per-click means that you only pay Google when someone clicks your ad. This is accomplished by creating a Google Adwords account, creating the text you want to appear in the ad and then bidding against your other competitors for search engine ad results. Depending the on the competition for the keyword search terms, the cost for PPC advertising can easily run $100 or $1,000 per month.

Social Media Optimization

Social Media Optimization" (SMO) is becoming an increasingly important factor in search engine optimization, as search engines are increasingly utilizing the recommendations of users of social networks such as Facebook and Google+ to rank pages in the search engine result pages. The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly rank websites in search engine results pages.

Furthermore, since it is more difficult to tip the scales or influence the search engines in this way, search engines are putting more stock into social search. This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization.

While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful social media optimization. Further, SMO is helpful to target particular geography in order to target and reach the potential customers. This helps in lead generation and contributes to high conversion rates.

Search engines and why the are important to your website design

Summary

Obviously there is much more that could be written here, but the Cubed360 goal is to provide you with basic knowledge about search engines, search engine optimization, search engine results pages, pay-per-click advertising, and Search Media Optimization. Contact us today for a free quote.


Warning:

There are many unethical “Search Engine Optimization” (SEO) companies that guarantee amazing results. Most of these companies use “black-arts” techniques that could easily have your website blacklisted by Google and other search engines. We would be happy to consult and help you avoid these and other website design traps!

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