Is your site in need of an organic SEO update?

Have Search Engine Optimization (SEO) or other marketing-type companies contacted you saying your website is in dire need of better optimization?  Do you suspect your site isn’t ranking as well as your competitors? Or, has your site’s position in Google’s cue slipped to a lower place lately?

By testing your site against the following criteria, you should have a good idea as to whether it’s in need of a little SEO TLC!

1.  Search Engine Ranking

Perform a Google search for your company/organization’s name. Do you appear on the first page of results for that search term? Do you appear high enough (you rank #12 but would rather be in #3 position) in the cue? Does one (or more) of your competitors rank higher than you?

Based on a considerable amount of research conducted, we know that landing on the first page of Google results is tremendously important to your Internet efforts. In fact, we consistently see great disparity in terms of the number of clicks the #1 result receives versus #6 or #10. If your site is not where it should be, an SEO specialist can recommend a few simple improvements that could make ALL the difference in your rank position… and the success you can expect to derive from an upward shift.

2. Website Statistics/Traffic

Has traffic decreased as compared to last year? Or, perhaps visits have been trending steadily downward? How do you know what ‘action’ your site is getting?

Many don’t realize this, but every move on the Internet is a recordable fact. Most host companies (those of good reputation anyway) offer, as part of your fee, statistics software placed on the server. This software gathers up the volumes of bits and bytes passing through your account and presents the information in tidy graphs and bar charts so you can analyze the data.  This allows you to learn with precision exactly who is visiting your site and when. But that just scratches the surface, there’s so much to ‘see’ it’s downright amazing (more about this topic in another blog entry installment).

3.  Conversion

One website metric of great interest is the conversion rate, which is the percentage of visitors who complete a desired action. Conversion is perhaps the most important metric to keep your eye on. Gauging conversion rates will tell you how well (or not) your site is doing regardless of traffic levels. Successful conversion rates often depend on factors unrelated to the usual tools/methods used to optimize a site. For instance, a site’s design and/or user interface can have dramatic impact on whether your target market responds to a marketing message.

4. Inbound Links

Google cares a great deal about who has pointed a link to your site. Therefore, you need to care about it as well. If your position has slipped, perhaps you should consider if your website has enough of the correct types of inbound links.

Google perceives each inbound link as a “vote” in a sort of popularity contest that seeks to measure the relative importance of one website against the next in a certain industry sector. For the life of your website, you need to be concerned about getting high-quality link partners as this item alone can dramatically increase your rank position and your overall success quotient.

An hour or two of your time researching and addressing the points cited above could transform your business/organization’s initiative(s) online into something powerful and extremely meaningful to your bottom line.

The work articulated is by no means comprehensive… there are many more factors deserving of serious consideration but this will get you started in a positive and constructive direction toward major improvement in your Google rank.


Silvana Gravini is a website designer and Search Engine Optimization (SEO) specialist located in Northampton, MA. For more information, visit

1 comment

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