Keywords that internet users type into search engines determine the results shown on SERPs (search engine results pages). That said, Outrank.com believes it is imperative to target keywords for its clients’ sites that are designed to bring them the most business.

With this in mind, here are some important considerations Outrank.com keeps in mind during site optimization:

Consideration #1: Effect of keywords on impressions and conversions

A rookie mistake in SEO is choosing target keywords based solely on their search volume. Relevance is just as important when seeking quality leads that convert to sales. For example, optimizing a site for a company that sells beach balls for the keyword phrase “California beaches” could bring in a lot of traffic but would convert only a small number of buyers, since most searchers are looking for travel information, not products to use at the beach

Consideration #2: Competitiveness of a given keyword

There are literally thousands of web pages vying for every competitive keyword. For every Google search, there are only ten organic results displayed on the first page. Search results are unlikely to get clicks on any page but the first page of results. Fortunately, properly optimizing for relevant, targeted keywords makes it possible to achieve front page placement.

Consideration #3: Unreliability of keyword research tools

There are many tools out there to help users choose a keyword to target. They can come in handy and point users in the right direction. However, when applied by themselves, these tools are like a watch missing its hour hand. Data from leading keyword research tools conflicts drastically and provides no real insight into the most important metric – the intent or characteristics of the searcher using a given keyword.

While these are useful tips when it comes to keyword research, the best solution for local business owners is to team up with an online placement expert like Outrank.com. They help small businesses reach new customers through an optimized web presence, without the constraints of a contract. Call Outrank.com today at 877-332-4321 to learn more.

Whether for HVAC contractors, pool builders, landscapers or deck specialists, the team at Outrank.com is building search engine optimized websites at a record-setting pace for businesses that achieve peak sales in the summer months. Many of our new customers in these industries are seeing excellent results with the Outrank.com product, as call volume continues to increase for summer-friendly businesses.

2009 Search Volume on Google for "A/C"

Phone books are becoming obsolete, as 70% of Internet users have used search engines to find local services, according to a Nielsen Company study. With this growing trend in mind, it is not surprising that these businesses are using SEO services in record numbers.

The team at Outrank.com takes keywords specific to your business, like “pool company,” and optimizes your site in a way that emphasizes these targeted keywords. This makes sure that major search engines prominently display your website for search terms related to your business.

We also make sure that your website is targeted to your specific area. Most of the time, Google lists local businesses more prominently than organic listings. Focusing on local placement is Outrank.com’s specialty, but we make sure our customers are covered both in organic listings and local listings.

With an unprecedented level of demand this year, Outrank.com’s SEO services are helping these summertime businesses capitalize on their most profitable season of the year.

At Outrank.com, we believe that to understand how to properly optimize a site, you must understand the engines for which you are optimizing.

Search engines scan (or “crawl”) websites on a regular basis to evaluate how they fit within their index of pages. As previously mentioned, search engines then use an algorithm to figure out which pages to display on their SERPs (Search Engine Results Pages) for a given keyword.

Google, the undisputed champion of the search engines, is largely based on a patented “PageRank” algorithm. Fundamentally, PageRank assigns value to a website based on the popularity, trustworthiness and intent of the pages linking to it. It is said that updates are made on a daily basis to the way search engines process results, but certain best practices have evolved that have held true for many years:

1. A page should not present obstacles to the crawling process, which is carried out by search engine spiders. A webpage’s architecture has to be cleanly designed, with an easily followed link structure that is user-friendly and not misleading.
2. Websites should have organic link networks that are created through legitimate and relevant in-bound links. A link to a remodeling site will have greater weight coming from a related site (a general contractor directory) than from an unrelated site (an online farm supply store).
3. Sites that mislead search engine spiders by showing web surfers different content are engaged in cloaking, a practice that will eventually get your website banned from search engine indices.

While the PageRank algorithm has changed, and even been devalued by Google to an extent, its premise is still central to the way search results are filtered. PageRank will continue to be an important piece of Google’s ranking formula, so it’s wise to optimize accordingly.  Read more Outrank.com blog posts on our product blog: http://outrankcom.com/.