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Search Engine Optimization
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Search Engine Optimization (SEO) is the art and science of making websites and their content visible and accessible to searchers via search engines.
The purpose of SEO is to achieve a high rank in Search Engine Results Pages (SERPs) for relevant queries. As Rebecca Lieb says in The Truth About Search Engine Optimization, “the goal, after all, isn’t just to attract traffic to a website, but qualified traffic.”
Search is the fastest-growing marketing segment of the Internet, which is the fastest-growing channel in the history of media. Organic search engine traffic can sustain an entire business, but rankings cannot be controlled, only influenced.
Good, strong, relevant content, and especially good writing, is a powerful tool for influencing SEO. Over time, web pages with short, easy to read paragraphs about targeted subjects tend to be rewarded with higher page rankings than pages with long, rambling blocks of text about multiple topics.
Top Shelf Digital & Social Media marketing understands that search engines and their web crawlers, often referred to as spiders, value text above all other forms of content. We specialize in creating targeted, key term phrase-rich content that appeals to web crawlers to improve page rank.
Any and every page on a website that appears in SERPs is a potential landing page for searchers. We ensure visitors can easily navigate from any entry point on your website.
When it comes to designing a new website or refreshing an existing website, the sooner a company addresses SEO, the better. Ideally, half a website budget should be allocated to the site being found, because the most beautiful website in the world is useless if it has no visitors.
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