Link popularity enhancement is currently an area subject to much potential abuse. Using unethical techniques can lead to delisting by the search engines. Using artificial means such as reciprocal links will not get you delisted, but if your primary link popularity consists of two-way (reciprocal) links, it will count for very little. For this reason SEO experts no longer recommend spending time or money on reciprocal link campaigns. What you want is one-way incoming links from high-quality industry-specific sites. The most effective strategies for this type of linkbuilding vary depending on the industry and the sites. Your best opportunities will come from personal relationships you currently have with industry leaders.
SEO experts analyze your business, your target market and your competition to identify the best keyword “opportunity areas” for your website. They then perform extensive deep keyword research within these areas to identify the specific keyword phrases that will provide the best ROI for your business when optimized for natural search engine traffic. Based on the search frequency and competition for each keyword, they will make recommendations about which ones to focus on. The final selection of keywords will, of course, be up to you.
One of the saddest situations SEO experts see is when a website is well optimized for traffic and receives a large number of visitors…but fails to turn those visitors into buyers. They can perform an assessment of your website’s current ability to “convert” visitors to customers and recommend changes to improve your site’s conversion rate.
SEO experts will take the time to fully understand your product or service, your company, your competitors and your target market and learn the language your potential customers think in. One of the biggest mistakes website owners make is to use industry jargon instead of the words that make sense to their customers. For example, the airline industry’s term is “lower fares” but customers are more likely to think “cheap flights”. Effective content focuses on your customer’s felt needs and presents a clear call to action.