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What is SEO?

SEO is a term that is often used loosely to mean anything surrounding getting your website to rank in the search engines. SEO is an abbreviation for “Search Engine Optimization”, which practically means utilizing tactics to help people find your website using online search.

Other terms that often are included when discussing SEO are SERP and SEM. SERP stands for “Search Engine Results Page” and is what you see after you enter your search into Google. SEM stand for “Search Engine Marketing” and refers to paid advertising on the internet.

Another term that is important to understand when exploring SEO is “organic”.  Organic refers to the listings in the search engine results that are not paid advertising. Organic results is what SEO works to influence. This leads to the next question, how do we influence organic search results?

SEO is generally broken down into two broad strategies: onsite SEO and offsite SEO. Onsite SEO is included with every website design project from Convergent Design. Onsite SEO is focused on relevant keywords or phrases and utilizes tactics like quality website content, strategic page and image names, title tags and meta descriptions, page speed and more.

Offsite SEO refers to tactics that happen away from your website. Offsite tactics can include a variety of activities.  Social media accounts and posting are some of the most popular methods. Setting up listings with popular platforms like Google, Bing and Yelp contribute to stronger SEO. Referral links from reputable websites like your local Chamber of Commerce, Better Business Bureau and vendors or other partners with your organization will help.

A successful SEO strategy starts with understanding the target market for your website and what keywords people will enter to try and find you. Building your website to capture those keywords will lead to more accurate exposure, higher visibility and stronger search rankings.