Search Engine Optimization & Online Discovery

In simple terms, it's the process of maximizing a website's visibility on the internet by optimizing a site's code for "crawlability", by creating targeted on-site content and by obtaining backlinks from other authorative websites related to your product, service or industry.

Crawl-a-bility: describes a search engine's ability to access and read (i.e. crawl) the content on a website. If a site has no crawlability issues, then a search engine's web crawlers can access all of the site's content easily by following the links between pages.

In addition to Crawlability, you site should also include "keyword relevant content" like landing pages, business descriptions and / or addresses, contact information, relevant blog articles, videos, and more. We must do all of this work so search engines like Google, Bing, and Yahoo can learn about the purpose of the site and better represent it in their search results.

To win at search one must inevitably think like a search engine. But first, we must think like a customer...

Imagine, you're the owner of Bob's Towing Company. With hopes of acquiring new customers online, you recently paid a small fortune to have a local software firm to develop you a shiny new website. How exciting!

Suddenly and without your knowledge, a potential customer appears just up the street from your business location. They've hit a nail and are in need of a tow. While it's a real bummer for them, it could mean new business for you.

This potential customer is new to the area so they do what any normal twenty first century citizen would and they pull out their trusty cell phone and begin a Google search. Thank goodness you had that website built!

But wait... for what do they search?

Well unfortunately Bob, the potential customer doesn't already know your business name, so they're not going to search for "Bob's Towing Company". Instead they’ll likely search for something like "towing company near me" or "flat tire repair" and Google will do it’s best to show them matching businesses in the area.

Welp, bad news bob… your biggest competitor Joey’s Towing Company, who is located across town, is the first result on Google and they have 10 five star reviews! In fact, your brand new website doesn't even show up on any of any search result pages.

Your potential customer clicks on Joey’s website, dials their phone number and within a few seconds you’ve lost a near perfect lead.

So... what went wrong?

Well, despite your best intentions, your website wasn't optimized so that search engines like Google could find it. It’s missing special tags in the code and targeted content that lets these search engines know what your business is all about, where you’re located and most importantly the services you offer.

There is hope though Bob... With a little bit of elbow grease and potentially a bit of help, you CAN obtain that coveted first page spot and beat Joey to the punch next time.

As we've learned through our example, search engines actually have a pretty tough job. They have to crawl through the entire internet on a regular basis to figure out the purpose of every single website that exists. Sounds exhausting... If only there was an easy way to tell these search engines exactly what your business does, where its located and what services you have to offer so that they didn't have to guess.

Well, there actually is. In fact, these search engines have a set of universal guidelines they ask every web developer to follow to ensure the search engine can easily learn about the purpose of the website and properly prioritize it in the search results.

Unfortunately, not all websites are created equal... and in the end, it's the business owner who really loses out when a website is poorly put together.

These days, it's not just about having a website, but ensuring your website is optimized for discovery. It's your website's job to contain the right content that signals to a search engine that you are the correct match for as many relevant keywords as possible. Below we've compiled our SEO must-dos for 2020 that you can actually implement yourself.

Or, if you're busy, you know... running your business and maybe need a bit of help ranking on the first page of every top search engine, then we'd love to talk to you.