Using SEO to Build Your Business

The key to using the Internet as a business tool is to reduce that frustration and connect with customers in the easiest, most direct way possible. SEO (search engine optimization) is, perhaps, the fastest growing marketing tool available today and it works by putting your website at the top of search results page on Google and Bing when customers are searching for terms relevant to your business.

Search engines have two major functions. First, they use automated robots (programs) to “crawl” through billions of documents, pages, files, and videos using links on the web to build an index and then store selected information in huge databases and later recall that information for a search query in a matter of seconds. And second, to use that database to provide search users with a ranked list of the most relevant websites or pages.

So when a user enters in a query the search engine determines which results are relevant and useful and then ranks those results according to the popularity of the websites offering the information. So, how do search engines determine relevance and popularity? They assume the most valuable information comes from the most widely used or popular site, page, or document using complicated mathematical equations or algorithms with “ranking factors. What this all boils down to for marketers is creating websites and pages that achieve high rankings and get lots of traffic. Why is this important? Well, 57.4% of B2B companies say SEO has the biggest impact on their lead generation goals and SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.

It’s helpful to start the process by thinking about what your target market is looking for and build a strategy to deliver those results. A user types in a query and the search engine looks through the Internet for meta titles that contain the keywords in the search. It’s important to research keywords and keep them as specific to your company as possible. The next important element in SEO is effective meta page titles. A good meta page title should include all your most effective keywords and be both user and search-engine friendly—succinct and natural. Of course, all the mechanics of your website, including headers, titles, descriptions, internal links, and load times, can impact SEO results.

There is one last essential ingredient that brings all of these SEO techniques together—quality content. Search engines want people to be able to locate informative content easily and find the answers to their questions. Also, make sure to keep your content original as search engines penalize reused content, and incorporate relevant keywords and concepts that go together naturally and semantically. If your company routinely provides quality, original content that addresses search queries, then your site/pages will rank highly.


About the author

Chris “Fosdog” Foster is the Pack Leader of FosDog Marketing. Foster is a local, experienced, affordable website designer and marketing expert. A life long Michigan resident with a passion for helping small businesses since 2006. He has worked for the large, impersonal marketing companies and found them severely lacking in personal touch and customer service. As of 2012, he knew, as an entrepreneur, he could do it better for the small business person who wants to stay competitive with the “big dogs”.

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15:13 16 Oct 19
So happy to have found Chris. Really responsive and easy to work with. Did a great job on our website needs and made... the process simple and easy. His sense of urgency to projects is top notch and he makes it feel like your working with family. Strongly recommend do yourself a favor and call more
Anthony Provenzola
Anthony Provenzola
11:14 03 Aug 19
Good food and a cool setting
Bryon Scott
Bryon Scott
14:54 01 Apr 19
As a social media service provider, it's essential to have a go-to website company to refer our clients to. Fosdog... marketing is just that company! Quality clean WordPress based websites available at a great price with a short turn-around. Trust Fosdog!read more
Bryon Scott
Bryon Scott
14:52 01 Apr 19
Fosdog is our go-to website builder! With a fantastic knowledge of WordPress, Fosdog is able to make clean, modern and... most importantly mobile-friendly websites at a fair price with a very quick more
Corbin Bell
Corbin Bell
12:10 28 Mar 19
FosDog is great! Nice, clean interactive WordPress sites. Easy to work with and has great support!
Joanne Giardini-Russell
Joanne Giardini-Russell
21:30 06 Mar 19
FosDog has been handling our website (that he created) since opening day for us. We get client feedback often about the... looks of and the ease in using our site. When I need a tweak? He's got it down. Thanks for making our busy world easy for us and our clients, FosDog :)read more
Maria Sorrentino
Maria Sorrentino
21:13 12 Mar 18
Chris is awesome! We needed a new site all from scratch, he exceeded our expectations. We love to show off our new... website. Chris is very easy to work with, we can make changes and add things easily. We couldn't be happier!read more
Michael Sher
Michael Sher
13:28 25 Oct 17
I've worked with Chris Foster for over 2 1/2 years. He is responsive, honest, creative and hard working. He is never... afraid to take on a challenging project and will bring in additional talent if need to be to deliver a great product. Thanks Chris! Mike Sher, Max Broock Realtorsread more
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