Essential SEO basics for company websites

Director of SEO for the Chicago Tribune/435 Digital, Carolyn Shelby, recently explained the value of basic search engine optimization during a speech at a SES Conference. According to Search Engine Watch, Shelby stated that SEO is an essential tool to positioning a website so that it is in front of potential customers. In a nutshell, SEO communicates a website’s intentions to search engines so it can match the platform with relevant searches.

According to Shelby, search engines look at four key things when ranking websites:

1. Content
The content should communicate the theme of the page and include well-written descriptions and finely-honed titles.

2. Performance
Search engines pay attention to how fast pages load and whether they are working properly.

3. Authority
For optimal SEO, a website should have enough content to link to that is backed by authoritative sources.

4. Experience
How a website site appears to its audience, how secure it is and how easy it is navigate all collaborate to create the user experience.

Making sure a website has the basics – a solid infrastructure, word architecture, a content management system and rich content – sets the platform up for effective SEO results.

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.