The primary goal of any Search Engine Optimization (SEO) strategy is to come up in search engines as a highly relevant site for specific keyword phrases. On-site SEO is the process of adding keywords on the site to indicate to search engines that the site is relevant to specific keyword searches.
Search engines are intended to mimic human behavior and cannot be tricked by placing keywords on a page too many times or by randomly placing keywords on a page that aren’t supported by the content on the page. SEO can be further supported with reviews, directories, social media, active blogging and relevant backlinks from high ranking sites.
The secondary goal is to convert that traffic. Once the visitor is on the page, encourage them to click, call, fan/friend/follow or submit. These “call to actions” are aligned with marketing efforts and are supported by a process flow to convert that visitor into a paying client. Some common conversion strategies include social media, newsletters, phone calls and web forms.
Once the strategy is in place, the traffic should be closely monitored to see what keywords are driving traffic and how people are engaging with the site. Analyzing traffic reports will help identify how well the site is meeting traffic and conversion goals. The reports will also identify how to make improvements to better meet traffic and conversion goals. Regularly scheduled maintenance to analyze, report, and update the site will ensure the health of the site and in return, the health of the business.