When performed correctly, search engine optimization (SEO) can offer a near-limitless source of traffic to your website. When someone searches for one of the keywords for which you've optimized your site, they'll see your site listed in the search results. Before jumping head first into an SEO campaign, however, there are a few things you should consider.
DIY vs Professional
Do you want to perform SEO yourself or leave it to a professional? There are advantages and disadvantages to each option. A do-it-yourself SEO campaign gives you a greater level of freedom while also bypassing certain costs. The problem with DIY, though, is that many webmasters use dated tactics that end up lowering their search rankings. Furthermore, it's difficult to build and manage a successful website when you're constantly monitoring search rankings.
On the other hand, a professionally managed SEO campaign may yield better results due to the agency's skills and experience. They know what works and what doesn't, eliminating the need for trial and error testing. While hiring an SEO agency costs money, it's usually an investment that pays off in the form of higher, more sustainable search rankings.
What keywords do you plan on targeting? Choosing the right target keywords is essential when planning an SEO campaign. Some webmasters assume that keywords with high search volume work best. In reality, though, high search volume usually means competition -- and too much competition can hinder your SEO efforts.
There are several tools available that can help you choose the right target keywords. Google's Keyword Planner is a free research tool that offers insight into keywords, including search volume, AdWords cost and competition. Using it or a similar tool, search for target keywords that are relevant to your site's niche, receive a decent amount of monthly search volume and have low competition. Basing your keywords on this criteria ensures your SEO campaign gets off on the right foot.
Finally, you need to consider which techniques you'll use to optimize your site. DB Marcom, a company which specializes in SEO strategy in Frisco, suggests that, “On-page SEO techniques include giving pages unique titles and descriptions, publishing high-quality content, ensuring that all links are functional (not broken), reducing load times and using a mobile-friendly design.”
Off-page SEO techniques typically revolve around building links and creating brand mentions of your site. When search engines see authoritative sites linking to you, they may respond by increasing your site's ranking.