The Fresh Horses

Search Engine Optimization

No wonder it’s so difficult.

Given the nearly incomprehensible power of organic Google search results, it probably should not be surprising that no other marketing tool comes remotely close to search engine optimization in terms of either the complexity of its theory or the drudging, relentless demands of its practice.

The two Fresh Horses most often involved in SEO for our clients do not attempt it at home. And so we’ll just convey the top line here, descriptions of SEO’s components.


Keyword Research

The accumulation of lists, long lists of terms referring in one way or another to the topic of a website.

Let’s take a tree service company as an example. As the user begins to type “remove a dead tree in the backyard”, Google algorithms begin their comparisons, between verbiage in the search box and the same or similar words on various websites. Even the word “backyard,” a seeming throwaway detail, will achieve its share of results.

On-Site Optimization

Here stands the foundation, the all-important basic steps that make high rankings on Google more likely. We’re talking code and formatting and use of title and image tags and, get this, schema implementation and on and on. On page optimization also improves the user-friendliness of the website, thereby increasing the user’s retention of the site’s content and leading, in time, to more purchase conversions.

Structured Content

Content of immediate and enduring value will ultimately determine a website’s success. Original thought so very well expressed, knowledge spot-on relevant to a site’s intent – all delivered day after day after day. Simple as that. Oh, wait. We forgot “key word density.” Key word density, that mega-big requirement that just the right number of key words (words relating directly to the topic at hand, all sorts of words, beginning with synonyms). Should a site contain insufficient keywords, Google ranking will suffer.

Link Building

Two directions here: outbound and inbound, both of value. Links to other websites – other relevant websites, nothing weird, nothing useless – borrow from those other sites’ knowledge and prestige. As long as the links themselves occur in proper quantity with an acceptable level of quality. As links develop over time, the website takes on authority. The site becomes known as a good resource for all sorts of useful information on a topic. Crammers, beware. Google doesn’t like “link stuffing,” the random, ham-handed addition of links to a site.

Reporting and Analytics

Now for the follow-up to all the work completed to date: a timely look at the performance of a site, its rankings on Google’s first pages, with an accompanying eye to improving results in specific areas of SEO. Google’s own numbers tell the tale.