Search engine optimization can seem scary, but it is necessary to drive quality traffic to your website.

1. SEO 101

2. Keys To Success business owners are exploring SEO, or
Search Engine Optimization.
More than ever before, consumers
rely upon information they find on What Is SEO?
the internet to assist them in
A search engine is any site on the internet
making their buying decisions.
that allows users to type in a key-phrase
or key phrase to search for websites about
the entered topic. Examples of the largest
internet search engines include Google,
Yahoo, and Bing. SEO is the process by
which web page content is tailored for
improving the website’s ranking in search
engine results. The higher the website
Every business or service provider ranks in search results, the more likely it is
– from the coffee shop on the that prospects will click on the link to that
corner to the cardiologist’s office website, and become clients or buyers. In
downtown – can be searched for addition, a higher search engine ranking
creates the perception both with prospects
on the internet by today’s average
and peers that the business is more
consumer. The number of websites
established and reputable than those
that provide information about a
companies who rank lower in search
service has now surpassed
results.
websites that sell products
directly. With so much information
Before Beginning SEO
to filter through and so many
prospects relying on the internet, It sounds simple, but is often a hurdle:
optimizing websites for search when approaching SEO, think like a
engine ranking has become a prospective client. If you were looking for a
critical businesses concern. To company that provides what yours does,
what would you type in to a search
ensure that their web presence is
engine? Come up with at least ten key-
strong enough to reach
prospective clients and customers,

3. phrases and key phrases of just a It is important to note that search engines
few words. each use their own unique algorithms for
rankings. While Google may place more
How SEO Works importance on title and header content,
Yahoo may place more importance upon
Search engines make use of their
key-phrase density. To compound matters,
own unique programs, called
search engines may change the algorithm
“spiders,” to crawl the web. As the
as they deem appropriate. As a result, the
spider crawls, information about
best approach to Search Engine
each web page is read by the
Optimization is a universal one.
spider. The information gathered
by the spider tells the search With all of the potential opportunities
engine what the web page is “online,” it is time to get serious about
predominantly about, thereby your website and its contribution to your
allowing the search engine to business.
classify the web page. Searchers
using the search engine can then
search for a key-phrase or key
phrase, and are provided with an
appropriate selection of matches
to their search criteria.
The challenges SEO presents to
business owners can be
condensed in to two primary
issues. First, what impacts
rankings most significantly; and
second, what should be done to Key-Phrases
maximize visibility?
Key-Phrases are the words that prospects
Top Factors of SEO Ranking: Key- enter in to search engines to generate
Phrases, Page Titles and Headers, search results. Websites effectively
Inbound Links, Longevity and compete with each other for key-phrases;
Page Content. if there are thousands of sites utilizing the

4. same key-phrases (competitive litmus test for key-phrase density is
phrases), it will be extremely readability: if the content flows well and
difficult to rise to the top of search does not seem clumsy when read, key-
rankings based on key-phrase use phrases are probably not being “stuffed” in
alone. To view how intense the to the content.
competition is for key-phrases,
make use of the Google Key- Page Titles & Section Headers
Phrase Analytics Tool. This tool
allows a key-phrase to be The content of page titles and section
searched for, and returns headers (subheadings) also impact search
numerical results that show how engine ranking significantly. It is imperative
many other websites are also that these are key-phrase or key phrase
utilizing the same. The tool also intensive, so the previously determined list
reveals how many internet users of key-phrases and key phrases will be
have been searching for those utilized when crafting this content. While it
key-phrases. may seem creatively appealing to use
section headers such as “Who We Are” or
A search engine optimized website “What We Do” such generic section
will include the most important headers do nothing for search engine
key-phrases in page titles, image ranking, and are best avoided. Use of
titles, section headers, and specific section headers will result in
throughout the text content. The higher search engine ranking for the
term “key-phrase density” simply included key-phrases and key phrases.
refers to how often these key-
phrases are utilized throughout a Page titles are also an often overlooked
website. “Key-Phrase stuffing”, a avenue of SEO. The first words of a page
“black-hat” SEO practice that is title are the most critical, as the search
an aggressively punished tactic, engine views these as the most relevant to
takes place when key-phrases the content of the page. For example:
have been overly or Geraldo’s Costume Shop specializes in
inappropriately used throughout a historic period costumes. Geraldo’s
website, and can adversely affect website could use the generic page title
search engine rankings. A safe “Geraldo’s Costume Shop” but a more

5. effective phrase would also reflect addition, when issuing digital press
the shop’s specialty. This helps releases, linking back to the company
keep Geraldo out of key-phrase website within the text can create dozens
competition with other shops that or hundreds of inbound links. Remember
are also selling costumes, but may to include keywords in the linked text. For
not specialize in historic example, rather than simply including a
costumes. An ideal page title or link displayed as yourproperties.com,
section header would read, create a text link that includes keywords or
“Historically Accurate Period key phrases such as “Investment Capital
Costumes - Geraldo’s Costume For Distressed Properties – Your
Shop.” Remember, the goal of Properties.” where all text within the
SEO is to introduce an appropriate quotation marks is linked back to
website to a prospect based on yourproperties.com. This way, search
their search parameters, to engines see key phrases like “investment
generate leads and reach capital” and “distressed companies”
prospects who may not already directly in the link, and associate the Your
know your company name. Those Properties website accordingly.
prospects won’t be searching for
a company name or website URL; Longevity
they will likely be searching based
upon a key-phrase or key phrase. The length of time a website’s domain
name has been in existence is critical to all
search engines. The longer the domain
Inbound Links
name has been in existence, the higher it
Simply put, the more links there will rank in search results. New websites
are to a website, the higher that are seen as more volatile and less reliable
website will rank in search results by search engines than established sites.
for those keywords. There are If possible, revitalize existing websites
several specialized online instead of creating entirely new ones.
directories that feature links only
to a specific industry, and
registration with these specialized
search engines is usually free. In

6. How SEO Impacts The Bottom About 3Sixty Interactive
Line
3Sixty Interactive is a professional agency
with over ten years of experience in the
digital world. We offer a variety of digital
marketing solutions that include search
engine optimization, digital advertising,
email marketing, social media, customized
strategy reports, analytics and
maintenance of your marketing plan.
Learn more about 3Sixty Interactive at
www.3sixtyinteractive.com or by calling us
at 1-877-43Sixty.
A search engine optimized website
ensures visibility in the
marketplace. Statistics show that
internet users typically click on
links to websites ranking only in
the top ten of their search results,
making SEO imperative for driving
traffic and increasing sales. When
performed correctly, SEO targets a
website specifically to the most
appropriate prospective clients
and customers, at the most
opportune time.