Search Engine Optimization (a.k.a. SEO) is a long-term online marketing strategy that prepares or “optimizes” your site for ideal search engine indexing. At Clix, we like to refer to this strategy as getting the house in order. For example, if you are inviting guests over to your home, you would want everything looking neat and tidy – not to mention easy to get around. The same goes for a website. Visitors and search engine “indexing machines”, or “spiders”, need to find their way through your website. Your website should be clean, concise and – most importantly – relevant to your visitor. This is the general but most fundamental principle of SEO.

When it comes to website optimization, SEO can be broken down into two broad strategies: on-page optimization and off-page optimization. When these strategies are executed upon correctly, a site is more likely to improve in positioning. Why? We find that most websites we work with have a gap in relevancy. The dots aren’t always connected. For example, how can a business expect to rank well for a keyword that isn’t mentioned once in their site?

SEO is an ever-changing environment and part of our job is to execute upon the strategies that have worked for years, adapt to new strategies and trash old ones. Search engines are always changing. Google averages more than 500 changes per year to their algorithms!