Search Engine Optimization

Back to Basics: SEO

In this installment of Back to Basics we’ll get into everyone’s favorite topic, Search Engine Optimization.

Search Engine Optimization (SEO) is the process of increasing your ranking on search engine sites like, Google, Bing, Yahoo, etc. Improving your ranking can have a tremendous effect on the amount of visitors your site receives. A study by Slingshot SEO revealed the click-through rates of the top 5 ranked results on Google to be.

  • #1 ranking: 18.2%
  • #2 ranking: 10.1%
  • #3 ranking: 7.2%
  • #4 ranking: 4.8%
  • All others: under 2%

That’s a major drop off and shows the importance of an effective SEO strategy. Here are some tips to get you on the way to SEO perfection.


Every business should have a blog. They’re easy, inexpensive, and a great way to foster relationships with potential and existing customers. Blogs also have one of the largest impacts on your SEO when done correctly. One of the keys to blogging successfully is frequency. You should be rolling out content often and regularly.

For more information on creating a successful blog, brush up with Back to Basics: Blogging.


High-quality links are a great way of boosting your SEO while also promoting your content. By including links in your blogs and archives you not only keep visitors on your site longer, but also make it easier for search engines to crawl through your pages.


Keywords have always been a part of SEO, but how we use them has changed. Where once keyword stuffing was an effective way of boosting SEO, it is now penalized by search engines. Instead you should use keywords strategically and focus on long-tailed keywords to increase their effectiveness.

To get more into keywords check out Keyword Strategy 101.

Alt Text

It’s been said that a picture is worth a thousand words, but unfortunately search engines can only read text so we need alt text to describe them. Alt text is the description of an image using HTML and should be kept clear and concise. Using long-tailed keywords is a great way to do this while also boosting your SEO.

With these tips you’ll be on your way to increasing your SEO ranking and getting more people to find your site.

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This post was written by Ingenex Summer intern Will Lucas.

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