Houston Internet Marketing SEO Consultant
Using the power of search to acquire business.
My name is Steven D. Lawrence. I am
an SEO consultant for businesses in Houston, Texas. I can provide expert marketing advice to maximize your Internet marketing
dollars.
A Unique Approach to Marketing
Search engine marketing is unique in the sense that, unlike traditional marketing – where a message is delivered in a manner similar to “carpet bombing,” and usually at the most inopportune time – search engine marketing is the art/science methodology of positioning a website in a place where searchers are already known to gather. In this case, the traffic inherently consists of prequalified visitors who are in the “hunt mode” within a specific phase of the buying cycle. To maximize the advantage of this most fortunate scenario, it is critical to create a presence for each and every possible search query. While this can be a daunting task given the thousands of possible search terms, it must be endeavored upon sooner rather than later to maximize the website’s visibility within a given industry, theme or topic.
Keywords are the Key
All searches include the use of “keywords” to locate matching pages. The resulting pages listed in the SERPS (search engine results pages) will be those that are the best matches according to the applied criteria of the search engine algorithms; or more precisely – these are the pages that are the ‘least imperfect’ of those available. Each keyword has an associated market. While broader, more generic short-tail keywords inherit significantly more competition – long-tail, niche, or topic-specific keyword phrases reduce the number of competing pages while at the same time more closely matching the more neglected search queries. Collectively, the traffic generated from these search strings can deliver significant activity over the course of a campaign.
Silo Structures
To optimize a website’s search visibility, then, it is imperative to account for as many of these search phrases as possible. To do this, we need to create an “authority website” whereby the site includes a comprehensive silo structure where each silo (directory) employs a naming convention with precisely identified parent keywords. Within these silos are contained a collection of articles or pages, each of which is optimized with a select group of two to four SEPS (search engine-proven synonyms). Nowhere else within this silo are these SEPS “reused” except as anchor-text to direct the user to the corresponding page. Doing so creates a phenomenon called “theme bleeding,” which in effect lessens the laser beam-like relevance of the pages in question.
Campaign Expansion
As the Internet marketing campaign progresses, the number of optimized pages increases. This expands the website’s content in much the same way a funnel expands toward its opening. The larger this opening becomes – the more traffic it can attract. This is a simplified illustration of course, but an accurate one for the purposes used here. The point is – the more high-quality unique, relevant, useful and optimized pages a site contains, the more content there is available for crawling and indexing by the search spiders. The key to the success of this practice is accurately identifying the correct parent keywords and associated SEPS. From this, a properly constructed silo architecture with proper linking structure will result in a website whose organic rank value can easily reach into the millions of dollars annually – not to mention attract hordes of new and valuable traffic.
To get started, please feel free to contact me anytime.
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