Professional services firms have the same need for SEO search engine optimization as any other business, because professionals such as doctors, lawyers, and accountants have as much competition in their field of excellence as anyone who uses the Internet to promote their services.
Therefore, it is essential that each page of your website focuses as much as possible on a specific keyword, and that each web page is optimized both online and offline for its own keyword (a keyword can refer to to a single word or phrase). The goal of SEO search engine optimization is to persuade search engine algorithms that your page is highly relevant to the search term being used.
‘Page’ is emphasized, because most search engines list pages and not entire websites and that page can be your home page or any other page on your website. We’ll refer to Google from here on because that search engine takes about 80% of total online search traffic, and if it’s not listed on the top two pages of Google, forget it.
Here is a brief synopsis of how you can improve your search engine listing by using a cleverly designed SEO strategy that involves both on-page and off-page search engine optimization techniques. It must be emphasized that these are ‘SEO essentials’, and there are more advanced techniques that can be used to give you a jump on your competition, but they are too focused and specialized to include here.
These are the main SEO techniques that you can use on each of your web pages.
Sections of your Web Page
You have two important sections within the HTML source code of each page on your site: the ‘Head’ section and the ‘Body’ section. The content of the ‘Head’ section is not seen by the public, only by search engine spiders who use it to determine the relevance of your page to the search term used by the Google user.
Google doesn’t care too much about the focus of your intended page: its algorithms will determine relevance itself, and your job is to persuade these algorithms that your page is worth offering to those seeking information. Spiders don’t look at your page and evaluate it for the keyword you’re using on it, they index it based on its relevance to the search terms and keywords used by the search engine.
Here’s a rundown of the basic type of SEO optimization that everyone should have on every page of their website, but an incredibly large number don’t.
a) Meta tags:
Meta tags appear in the ‘Head’ section of your HTML page, before the ‘Body’ section. The important meta tags in your page’s HTML are the title tags and the description tags. Keep in mind that nobody visiting your website sees anything in these meta tags, but they are very important aspects of your SEO.
The title tag should contain your keyword and is what will be seen at the top of your Google listing. The description tag will be used partially or completely in the description of your page. No other tag has much of an effect, although the keyword tag can be used by minor search engines.
b) Header tags
‘Heading’ tags, viewed as H1, H2, etc., should be used for page and paragraph headings on your web page. Use H1 tags for the title of the visible page – you won’t go wrong if that is exactly the same as the title in the Title tag. Google’s algorithm will give a keyword extra importance in determining relevance to your page if it’s inside H tags, and even more so if it’s in bold and italics. Underlining also adds to the perceived relevance.
c) ‘Alt’ attribute of graphics
You must use the ‘Alt’ attribute on the HTML image of each of your charts. That tells the viewer the content of the graph if it doesn’t resolve on your website, and is also rewarded by Google in its evaluation of the relevance of your page.
So: IMG height=94 alt=”Title of your page image1″ hspace=0 src=”http://…
You can use your page title that is not too long or a relevant keyword for the page.
d) Use of keywords
Forget all this stuff about using a keyword density (KD) of up to 3%. Google uses its LSI (Latent Semantic Indexing) algorithm to determine the relevance of your page, which means using text that is semantically related to your keywords and page focus. Keyword repetition will no longer work and will actually be punished with a low listing. Imagine an 800 word article with 24 mentions of the keyword…
Good natural writing, with around 0.6% – 1% KD will be better than endless keyword repetition, particularly if you are using a lot of semantically related text to explain the meaning of your page. Descriptive writing is better than keywords, though be careful to use synonyms that are true and unambiguous synonyms. So what are ‘blocks’? The content of your page must make it clear to Google’s LSI algorithm what type of blocks you are referring to.
link strategy
Google’s PageRank algorithm is a means of evaluating the importance and popularity of each web page according to the number of other web pages that link to it: the more links it has, the more relevant and popular the page must be. These links may come from your own website or from other websites.
Google assigns each web page an initial PR of 1.0, and you can arrange your internal links (navigation structure) to provide maximum PR points to specific pages on your website.
You can also provide backlinks to your web pages from external websites by using techniques like article marketing, where you can use a link in a section of your article that gives you a PR portion of any directory page. to publish your article. . The same benefit can be achieved by submitting your website to website directories and also by persuading others to add a link to your site from their own website.
These are the top SEO search engine optimization techniques for professional services companies that you can easily use on your website to give you a good start in persuading Google to include your web pages in the results pages for specific search terms. (keywords). By doing this successfully, you can be rewarded with a lot of free traffic, but keep in mind that these are basics and there are other methods that can be used to give you a real advantage over your competitors.
