Search Engine Optimization 101 - Myth and Reality


One of the most frequent questions we get is “Do you SEO our website?” This article will clarify what exactly SEO is and how Kaidoora approaches it, so you can evaluate for yourself if your current SEO strategy fits into your overall marketing plan.

What is SEO?

SEO stands for “search engine optimization”, the process of maximizing a website's traffic by ensuring it appears high in search engine results. A common misconception is that SEO is something that you implement on your website once when you first set it up; in reality, it's a set of over 200 ongoing changes that may need adjustment over time--as business needs change, new products and services get added, or as technology changes, such as with new browsers and Google or Bing's internal ranking changes. Broadly speaking, SEO falls into three types:

  • Technical SEO includes elements like your domain name choice, page load time, and the overall website infrastructure. This is typically handled by whomever is managing your website and may need periodic updates. For example, if you add a slew of new images to a page, you will need to properly minimize the file sizes to reduce page load time and properly "caption" the images with search-engine-readable tags (alt tags).
  • Content SEO includes elements like the types of content on the page (text vs pictures vs video), and whether content is recent and unique. This is typically handled in conjunction with your website manager. This is typically why many businesses blog or post recurring specials or news: all else being equal, the more recent the content, the higher it will rank in search engines. In addition, content SEO allows you to target specific keywords that visitors might search for in search engines, allowing you to better reach an audience who is searching for those keywords.
  • Referral SEO includes elements like whether the website is linked to social media, how many other websites link to the business, and the quality of those links. This can be cultivated by incentivizing your customers to like you on Facebook or share your content on Twitter, making sure your website is listed in directories like your local Chamber of Commerce, or via paid means like asking blogs to write articles about you. In general, the more inbound and outbound links you have (and the higher the quality of those links), the higher your website will rank in search engines.

By cultivating and employing a robust understanding and implementation of SEO on our client websites, Kaidoora strives to enable you to let your website do the work of bringing in leads–leaving you free to focus on making sales and building your business.

How Does Kaidoora Approach SEO?

We recommend that our clients manage their SEO like other marketing expenses: calculate your return on investment.

Proper search engine optimization has many elements, so a broad spectrum of services is available to help with it–along with an equally broad range of prices. Some level of SEO planning is necessary to ensure your site's visibility, but you should have a clear understanding of how it will contribute to your business goals before deciding how much to spend.

If spending a lot on SEO services doesn't work for your budget, you can certainly save by doing it yourself, but that route will have its own costs–mostly in the time it will take to learn and implement the relevant elements.

Kaidoora stays on top of the latest changes to the search engine ranking algorithms and responsively updates the corresponding elements of your site as needed. We automatically handle all technical SEO aspects, and can perform or recommend trusted professionals to help with content or referral SEO. Our goal is to free up businesses from focusing on the technical SEO details so they can monitor their marketing and maximize their results.

Want to know more about what Kaidoora can do for you? Visit us at or send questions to

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