Everyone is throwing around the words SEO for a good reason. The rank of your company’s site will determine how many new customers will end up on your site. The design and content of your web site will determine whether visitors stay long enough to convert them into customers.
Are your customers finding you? Even more important, are potential customers finding you? And lastly, are they sticking around?
These are all important questions to ask when assessing your web presence.
Google Analytics is the industry tool of choice. Not only is it a service provided by the single-most important search engine, but best of all, it’s free. While Google Analytics can handle the metrics of measuring success, human intervention is still necessary to translate numbers into customers. Google can measure keywords useful to your site, but unless someone familiar with your niche market is overseeing the effectiveness of their success in terms of customers, keywords are useless.
Good Design is Key
Chances are, you’ve seen a poorly designed site in your life, or thousands. Chances are, you either clicked right off of the web site, or have spent enough time to become frustrated trying to find what you want, whether it be a restaurant menu, contact info, or a sign the site has been updated in the last decade – leading your eyes to wander to another company that doesn’t make you work to find what you need. Too often design is overlooked for the sake of content, or sometimes vice-versa. The point is to find the sweet spot where the two can balance and allow those seeking your product to get what they need in an instant.
Conclusion: One Size Doesn’t Fit All
Google doesn’t tell you exactly how they calculate page rank, to prevent spam and content deemed unreliable from ranking well. Google’s algorithym is constantly changing, and so should your strategy to continue to rank well. Luckily there are proven techniques and knowledge of the latest trends is imperative to continued success. SEO is a process that is worth continually maintaining.
A great resource to start is at Google’s General Guidelines on Search Engine Optimization and further, download their PDF starter guide to better familiarize yourself.