Any legitimate search engine optimization (SEO) professional knows that there is no "quick fix" or "magic solution" that will guarantee any website attain a page-one listing overnight. Of course, there are plenty of illegitimate individuals who will promise just that. You may have even seen some of the various scams advertised on the web that boast # 1 search engine ranking or promise to submit your website to 1,000 or more web directories for a nominal fee.

This is not search engine optimization, but merely a collection of scams called "link farms" or "link brokers", and they will not provide your site with the quality traffic you desire. In fact they might actually hurt your site by getting it penalized by search engines like Google, resulting in your site losing significant potential traffic. Mary Pomerantz Advertising will never offer this kind of phony “optimization.”

SEO (search engine optimization) is not any one thing, but a combination of many different things like web development, link building, social media optimization, blogs, press releases and possibly pay-per-click campaigns and offline optimization.  All of these things must work together correctly, consistently and continuously over time to help a specific website rank higher in their SERP (search engine results page).

Rule #1 in link building is that all links are not created equal. Search engines consider many factors such as trust, the age of the domain linking to you, what type of site is linking to your site (is it an authority site or a low quality site?), and many other things that could change in the future if the search engines release an update to their software with new algorithms. The bottom line is that there are no shortcuts for building quality links. It is a very time consuming process that requires someone to do the very tedious but necessary legwork for successful SEO.

Legitimate search engine optimization (SEO) professionals advise their clients upfront that they must maintain a realistic expectation of the time required (beyond just a month or two) to implement, test, measure and fine tune all of the different parts that must be integrated for any successful SEO campaign. At Mary Pomerantz Advertising, we advise our clients to realistically expect a 3-6 month time period from the time we begin to work on your campaign for all of our search engine optimization efforts to be fully realized and to come to fruition.

Overview of the Search Engine Optimization (SEO) Process

To build a successful SEO campaign for your website, Mary Pomerantz Advertising will conduct a comprehensive review of your website, from both a navigation and usability standpoint, followed by a thorough examination of your site’s link structure both internally and externally. Our next step is to identify the major competitors in your industry and conduct search-marketing research on who is currently achieving first page rankings – determining what keywords and keyword phrases they are using. MPA will check and review your site map or create a site map if necessary.

At this point in the process, the real search engine optimization starts, when we begin to analyze, correct and/or create your URL’s, hyperlinks, title tags, meta tags, meta descriptions, keywords, and alt-image text tags. Then we move to the SEO copywriting stage by adding unique SEO friendly content for each relevant web page of your site. This will include all of the relevant keywords and keyword phrases from our initial research & analysis of your website as well as all of the industry related keywords. This is done to ensure all of the relevant pages of your site are being seen and indexed properly by the major search engines.

The next step is building quality links. This is an ongoing process that requires a significant amount of time & labor to be successful (similar to a farmer who sows seeds for future crops with the understanding that nothing grows overnight). If necessary, MPA will also submit your site to the major search engines and directories and create registries for the major directories.

Additional search engine optimization steps that can be considered in the future include social media optimization and writing and distributing articles for other relevant websites, online editions of newspapers, journals and blogs. MPA may also review relevant available domain names for possible purchase. Website usability improvements could include adding a site search function for fast site search for visitors or implementing email capture for creation of an email database captured from visitors to your site. The possibilities are endless.

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