The Most Significant and Crucial SEO Strategy

Many ECA Technologies and Designtorontoweb.ca clients and prospects ask us and other SEO( Search Engine Optimization )  professionals to prioritize their organic optimization strategies. So I wrote this brief but informative blog to assist with your SEO Strategy. What’s the most Crucial component of an SEO campaign?   Is it keyword selection and placement?

Link development is certainly essential. But where does it fall in the list of SEO priorities and importance?     Every SEO expert or fim  will give you a different answer.

SEO is the art and science of designing, writing, coding , and programming a Web site to increase the likelihood Web pages will appear at the top of search engine queries for selected keyword phrases. An SEO professional’s end goal shouldn’t be positioning, but rather attracting qualified traffic.

Web pages must primarily meet the needs of their intended audience. The target audience should be able to find a page’s content quickly and easily via search engines and Web directories. Achieving these goals involves creative copywriting and site design skills (art) and effective coding, programming, and analysis skills (science).

The majority of a site’s pages should contain the words and phrases the target audience types into search queries. Pages should appear somewhat focused on these important keyword phrases, and the phrases should be featured prominently on the page. Otherwise, the page won’t convert well or receive consistent search engine traffic over time. Keyword research and copywriting for individual HTML tags are a part of this building block.

Search engines and end users must be given easy access to keyword-rich content. How text, graphic images, and multimedia files are arranged on a page tells search engines and site visitors which content the site owner believes is most important. URL structure and technical architecture figure into that as well.

Commonly referred to as link      popularity, this is the number and quality of objective, third-party      links pointing to a URL or Web site. Of course, not all links pointing to a site are objective, third-party links, but those types of links aren’t always the most credible.

There has been a lot of new technology that’s emerged in the past 10 years. These building blocks still form a solid foundation, even with video, audio, and other multimedia search optimization. What’s fascinating, however, is the different SEO opinions on which is the most important block.

Since optimization is centered on query-based searches on the Web search engines, many SEO professionals feel SEO’s core is text. It’s a logical conclusion, since searchers must type text into a search box to receive document information.

Sometimes, a document isn’t text-based. Some documents (or files) are graphic images or multimedia files. Therefore, the document surrogate, or a text-based substitute for a non-text file, must contain text search engines can crawl and use to determine relevancy.

As much as I understand the use of text-based, keyword-focused documents and document surrogates for information retrieval, however, I don’t believe keyword-rich text is the most important component of a successful SEO Strategy. Text without context carries little meaning to searchers.

I admit I’m biased. As a Web developer, I naturally lean toward the information architecture and interface as being the most important components of a successful SEO strategy. Copywriters might claim text is the most important component, and black-hat SEO professionals might claim link development is the most important.