The role of Search Enging Optimization is to imporve pages within a website's ranking for specific search terms or phrases. The benefit of employing a Pay-Per-Click advertising campaign next to Search Engine Optimization is that you can use the historic data of which terms were the most successful in your ad campaign to include in your web page copy. The result is a high-ranking website for popular search terms.

One of the main rules in ranking in search engines involves the location and frequency of keywords on a web page. Pages with the search terms appearing in the title tag are often assumed to be more relevant than others to the topic. Search engines will also check to see if the search keywords appear near the top of a web page, such as in the headline or in the first few paragraphs of text. Frequency of keywords on your site is the second topic in this method, where pages with keywords in priority locations and dispersed throughout the copy creates an opportunity to increase your natural page ranks through Search Engine Optimization.

Keyword funneling is based on a top-down approach, beginning with the most general terms then drilling down and exploring different ways those terms may be used by searchers.

• Major Search Terms. Generic search terms are single words or short phrases that describe a given topic. These terms will drive your keyword research and form the base of your keyword strategy. These terms, though we won't market them specifically, will become the backbone of longer-tailed search phrases that will effectively increase targeting to your key prospects. Generic terms set the stage for developing keyword phrases such as affordable health insurance, or health insurance companies. We will also look at your company's mission statement and unique selling proposition to develop keyword strategies.

• Brand Names. Including brand names into your Pay-Per-Click ads or Search Enging Opimization is another critical aspect. Brand names for national manufacturers or service providers are great ways to drive traffic to your site that otherwise wouldn't get there.

• Analytics. Get a detailed analysis of how browsers use your site and gain key insights into their behavior, such as which pages were most viewed, how long they stayed on each page, and how many actually converted into a lead by filling out a form.

• Identify Pages to Optimize. Build specific pages for each search term to market, and optimize those pages for the most popular keywords, providing relevant content and accurate tags within each page. Use third-party services such as Wordtracker, a keyword research tool, to identify popular key search terms to use in that page's search engine optimization strategy.

• Improve Search Engine Page Rank. Search engine spiders don't navigate the same way humans do. Since spiders don't accept cookies, fill out forms, understand JavaScript, or have a Flash plug-in, we take these factors into account. So we will create search-friendly web pages in your site. Search engine spiders need to get to every page within your site in three clicks. We also don't sacrifice search engine ranking for user friendliness. There is a sweet spot between making sites user searchable and user friendly, and we know how to do it.

• Page Title. Search terms that appear in the page's title are considered more important, so the primary search terms should be included here. This is more important for internal pages than for the home page. Plus, you don't want to use more than ten words in the title.

• Headings. The top two or three of a page's search terms make logical candidates for inclusion in the page's first heading. The heading should not be search friendly at the expense of user friendly. Good example: "Is your company in need of more affordable health benefits?"

• Body Copy. This is a great area to work search terms into your pages. The most important terms should appear in the first paragraph of the text. Pages that are search engine optimized with be approximately 1000 words or less in length and have key phrases throughout copy.

• Subheadings. These can offset different sections and enhance readability, and also offers another opportunity to include search terms.

• Hyperlinks. Playcing keywords in hyperlinks is a strategy we will employ in optimizing your web pages. These help to reinforce your site's theme and are used as calls to action.

Many marketers like to compare organic Search Engine Optimization to public relations because PR is so important to a comopany, yet the ROI on PR can sometimes be a challenge to measure. Organic search engine marketing combines the best practices of technology, usability, copy / linguistics, and online PR. Fill out the form on our home page, and let us show you how we can implement Search Engine Optimization best practices into your business to increase your rank on search engines.