Effective Search Engine Optimization

Effective SEO is more than ranking number one for a single phrase.  Often, we hear people say that they have no problem finding their website when the search for it by name. That’s great, but what is important is that you have high rankings across a spectrum of search terms that are used by your target audience and prospective customers. This will help generate more traffic by increasing your visibility by emulating how your customers are searching for your product or service.

By the way, if you can’t find your website by searching for it by name, you have a serious problem – contact us.

What is the Goal of SEO?

To increase qualified traffic to your website.

Qualified traffic means visitors that are interested in your product or service. Qualified visitors are potential buyers. This is Marketing 101 – attract qualified leads so that you can close sales.

Your website should be designed to attract customers who are somewhere in the awareness, consideration, or decision stage of their buying journey.  Without these leads, your sales will suffer.

Of course, your website should be designed to help your prospective customers in each stage of their buyers’ journey as well. That however is part of the website design process.

Our Search Engine Optimization Strategy

Cast as broad of a net that is necessary to capture your target audience.

Your customer’s vocabulary of keywords and phrases make up our net.  You don’t need gazillions of visitors to your website, you only need the right visitors.

The first step in devising a strategy however is an SEO Audit. We examine everything from your web hosting account, to the web server, site architecture, URL naming convention, HTML and CSS coding, how fast your site loads, who you link to and who links to you, social media presence, reviews, listings in directories, your actual content and verbiage and how it is structured and more.

Useful and Meaningful Content

Google (and Bing) reward websites with higher ranking to those that that give readers (your target customer) useful and meaningful content.

When we develop an SEO strategy for a client, we look for the various search terms and phrases that your target consumer is likely to use when searching for your product or service. Since people often use a wide range of terms and perform searches differently, we try to optimize for as many phrases that are likely to be used.

Once your customer’s lexicon has been determined, we examine your website content and site architecture to see how successfully you are currently incorporating the words and phrases that your customers are searching for.

Editing existing content and the creation of new content is typical for most of our clients. Based on the SEO Audit, other semantic changes may be needed too. The net result (oooh… bad pun) is content that is useful and meaningful to your target customer. This is exactly what Google looks for when determining how high to rank your website.


So, if your website isn’t delivering enough traffic and leads, contact West Bay Web for a free consultation today.

About the Author

Certified by HubSpot in the areas of Inbound Marketing, Content Marketing, and Email Marketing, Neal has been involved in Internet Marketing since the mid-Nineties. He also is Google Analytics certified and loves SEO.