SEO at Work

What is SEO?

SEO, the acronym for Search Engine Optimization, is a powerful tool to increase search engine rankings, organically, so that your website will appear right away on the Search Engine Results Page (SERP) when targeted keywords and/or phrases are part of a search query.  What does this mean? It means that if you optimize your website’s structure and include relevant keywords throughout your content, then you are going to drive more traffic to your site and ultimately convert more goals (product sales, sign-up registrations, leads, etc.)

How does SEO work?

There are two parts to putting together an SEO strategy and executing it:

  1. On-Site SEO – this part tends to be a bit more technical in nature as it requires some understanding of HTML and its hierarchy. 

    The basics of how On-site SEO works

    • URL
      • short and descriptive
      • includes primary keyword(s)
      • uses dashes, not underscores
    • Page Title
      • make sure your page title is less than 64 characters
      • make sure the title includes primary keyword(s)
      • make sure keywords are positioned in the beginning of the page title
    • Meta Description Tag
      • 156 characters or less
      • this will be the description that is viewed in search engine results page (SERP), so be descriptive and use your keywords
    • JavaScript and CSS
      • all JS should be in an external file and linked rather than in the source code
      • all CSS should be in an external file and linked rather than in the source code
    • H1 Tag
      • one H1 per page
      • make sure the H1 tag comes before any other heading tags
      • includes primary keyword(s)
    • Body Text
      • contains keywords, evenly distributed throughout content
      • contains variations of keywords (Philly/Philadelphia)
      • always populate Alt attributes when including images – be descriptive and use keywords
      • linking PDFs or documents: right-click on the document and fill-in its properties (e.g., title, description, author, etc.) prior to linking. By doing so, search engines will be able to index this information as well as the page itself
    • Linking
      • Internal Links – links to related pages using primary keywords
      • Internal Links – linked to from other internal pages
      • External Links – links out to other trustworthy and related sites
      • Nofollows – correctly used, no excessive use
      • 100 Links per Page – reasonable number of links on each page

  3. Off-Site SEO – this part, mostly, is the process of building quality links back to your website. Because optimizing content on your website is not enough, for effective SEO, you need help from other websites in the form of incoming links, commonly referred to as backlinks. That’s basically what off-site SEO is all about – quality links that are relevant to your topic to help the search engines in establishing what your web page focuses on; you can think of each backlink as a vote for your site, and the more votes your page has, the higher it will rank in search engines. 

    Basic Link Building Checklist

    • Submit to quality directories
    • Blogger Outreach
    • Guest Blogging
    • Developing “partnerships”


SEO at Work

  • A search engine spider crawls hyperlinks on Web pages and compiles a list of pages to be stored in the search engine index
  • The internet is made up of many Web servers that host billions of Web pages
  • The search engine’s index contains encoded data about Web addresses and what words are associated with each page
  • When a user performs a search through the search engine, a sophisticated algorithm is applied to the index and it returns all appropriate Web pages in ranked order – from most to least relevant


As you can see, there is a lot that goes into SEO and how to make it work for you; and this is just scratching the surface! If you want to learn more about Search Engine Optimization, check out SEOMention.comCheck out, a website I developed exclusively for SEO.