Search Engine Optimization - a dialog

What is SEO?

Define:Search Engine Optimization
- Google offers 23 results to the query define:search engine optimization.

a set of methods aimed at improving the ranking of a website in search engine listings, and could be considered a subset of search engine marketing.

- Dictionary.com defines SEO as:

the process of choosing targeted keywords and keyword phrases related to a Web site so the site will rank high when those terms are part of a Web search; abbr. SEO

They all are similar and relate to changing or adjusting a website to rank higher in natural or organic search.

Based upon some of the Internets most trusted resources (above), we have a diluted definition of SEO. Why is this? SEO is a concept, like a mythical power, like magic (any art that invokes supernatural powers) not a trick.

So I will share my opinion of this term:
Search Engine Optimization (SEO) is the process of building and maintaining a website to encourage visitors to use the information provided.

I know what you are thinking, this guy doesn’t have a clue! It does get better, but you have to keep reading.

First, why would a user like your site?
Do you offer something that is unique or sets you apart from other websites on the same subject? Really, this is the time for you to be honest about your creation.

If you answered no, then: Why should you be ranked any higher than anyone else?

Build a better website with unique, topic relative content.

If you answered yes, then: Why aren’t you ranked higher than others?

Not because the search engines have it out for you, because you don’t market yourself as well as others.

I know what you’re thinking: “Hold on, you said this post is about search engine optimization, not marketing.” Marketing yourself and your website, or making yourself more visible to others, is the most important aspect of SEO.

Who do you want to attract? Search Engines or Users.

Last I checked, search engines don’t spend money on websites (correct me if I am wrong). I am in it for the users, baby, aren’t you?

Where are those users you are trying to reach? Do they blog, read news, whatever. Where are they congregating? That is where you need to be! I know, you are saying to yourself: “Duh, I know where they are, they are looking for what I offer in search engines.” How do I reach them?

You have:
- a unique site
- it is full of quality content
- it has relevant content
- you update your content

So, what’s the problem? Oh, you still don’t rank well in organic search (or at least not as high as you would like).

OK, so who knows about your site? “What do you mean?”

Is your site structured well, so everyone can find your wonderful content? Or do you have an index that you want everyone to see, but bury the content deep in the site?

How do the people that find your site get to you? Check your logs. I’ll wait. . . .

So, what page do they typically land on? Does this page offer anything (other than good content)? Every page is a landing page!

You have all this covered, right? You probably wouldn’t have made it this far if that weren’t the case. What’s next? What all powerful, maybe even magical, information do you have to offer that will take me from number 10 straight up to number 1? It might not be what you think!

What separates number 10 from number 1? It depends on what keywords you are looking to rank for. What is you flavor?

I will take a simple keyword to figure this out. Let’s take notebook. Let’s look deeper:
Google returns 16,000,000 relevant documents
Yahoo returns 134,000,000 relevant documents
MSN returns 24,484,541 relevant documents
Ask returns 19,220,000 relevant documents
So, given this information, the difference between #1 and #10 in Google, for the single word Notebook is 0.0000625% but you get approximately 75% more traffic at the #1 spot. So, what have you done lately to shrink this gap?

Are you working on getting relevant links from trusted websites in your vertical?

What have you written and published on the Internet outside of your domain related to your websites topic?

Are you listed in directories that are related to your topic?

Unfortunately, there is not a single answer to the question of higher ranking, but if you are producing quality content, that the engines can easily see (or show it to them Site Explorer or Sitemaps), and is relevant to what people are looking for (search engine queries) then you will gravitate to the top of the engines. It could be, no, probably will be a slow moving effort. But, if you stick to the higher standards, you will not be moved with new additions to the market, algorithm changes and the like.

If you build a quality website, that focuses on the user, your website will be better than you think. Regardless if you are number 1 for your favorite search term or not. You will be too busy taking care of your visitors to be worried about it.