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SEO The Foundation

Posted on 08. Dec, 2009 by Pete Hollier in Search Optimization

SEO: The Web Site’s Foundation

I firmly believe Search Engine Optimization is the foundation from which successful web site promotion programs are based. Of course I’m biased being a SEO Consultant however, I have yet to find evidence or arguments that convince me to think otherwise. If it is not Search Optimization what is it?

I do however, have a broad view of what SEO should encompass which I’m sure some purists will disagree with. I believe SEO should provide more than just On-page Optimization such as keyword research and integration, and Off-page Optimization techniques such as link building programs.

Search Optimization should endeavour to delve deeper into the web site’s information architecture and navigational structure. In addition to this, it is time Search Optimization professionals begin to put more emphasis on the web site’s usability. After all, what is the point of using both human and financial resources to encourage Internet users to visit a web site, only to lose them once they arrive to issues which affect their ability to use the web site to complete identified business goals?

Considering this expanded view of what SEO should offer, let us go back to the primary topic, SEO is the foundation of web site promotion initiatives and how SEO techniques are used to support online business objectives.

Keyword Research and Analysis

One of the primary building blocks of any Search Engine Optimization Program is Keyword Research. The purpose of keyword research is to determine what keywords and phrases are popular with Internet users for finding the services, products and information which the web site is promoting.

Once popular keywords and phrases have been identified competitive analysis of the keywords assists to identify the keywords which are both worthy of Search Optimization and which the web site has sufficient authority to compete for.

In the keyword research process an extensive list of keywords and phrases is developed. Although some of these terms are not useful in terms of SEO, they may be excellent selections for use in PPC or Social Media campaigns however, each of these promotional methods has unique requirements for the research and use of keywords.

Keyword Content Integration

Once Keyword Research and Analysis has been completed, the selected terms are integrated into web site content. Optimizing these terms for Search although important is a secondary consideration to integrating selected keywords into content which is both readable and supports the information needs of the web site’s visitors.

When user centric content has been developed, then consideration is given to ensuring keywords have been integrated into the content in such a way as to promote the web page’s primary topic to the Search Engines.

How keywords are integrated into web site content and web development elements assists Search Engines to determine how relevant a web page is to a Searcher’s request, and where the web page will be placed in the Search Engine Results Pages (SERPs).

Information Architecture / Navigation

The web site’s navigational structure and information architecture often support the requirements of each other. Again one of the primary Search Optimization tasks keyword research is involved in the development of both Information Architecture and the web site’s navigational structure.

The flow through the web site is determined by the information needs of the web site visitor, the keywords identified worthy of Optimization are integrated in web page headings, file names and the primary web site navigation, plus keywords are also utilized in Anchor Text Links within the actual content.

Web Site Usability

I do not think I have to dwell on this topic. As stated previously, if the web site visitor can’t use the web site to complete business objectives they are gone, and no matter what method of web site promotion is used, the ROI will be nil.

The Last Word

Although I originally stated Search Engine Optimization was the foundation of a successful web site promotion, I may have to review my initial statement. This review does not change the original statement it does however require asking an additional question.

Is keyword research the foundation of a successful Web Site Promotion Program? After all is not the keywords which are supporting the most important element of any web site, the content

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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