When it comes to search engine optimization, too many companies either don’t pay as much attention as they should, or realize there’s a problem but do not act, fearing the possibility of making things worse.

The goal of SEO optimization is to reach more prospects and customers, and ultimately to boost sales. At 360 Business Consulting, our FullView Strategy for SEO optimization is founded on four essential pillars that boost a company’s SEO effort to the next level. Whether you choose to work with an outside consultant, or take a do-it-yourself approach to SEO optimization, these four steps are a logical place to start.

1. Set Priorities
Begin by listing the most important elements for successful optimization, from choosing keywords and keyword placement to page metatags. These are the essentials that make it easier for Google, Bing and other prominent search engines to find and index a website. Run a report during and after the process, to help keep track of your progress.

2. Advanced Functionality
After incorporating the basics, there are additional steps that can be taken to improve the user experience and SEO of your site. These include everything from making URLs user-friendly to creating a better way for clients to find the content they need. Explore other opportunities to bring more customers to your site, including customized URLs, creating links from related sites, directory placement and improving page flow.

3. Content – the Key to Turning Visitors into Customers
The quality of actual website content is overlooked by some SEO companies, who focus only on generating increased traffic. But bringing more customers to a website won’t matter if they don’t like what they see when they get there. Always review the written portion of your site, and develop new content as needed. Whether it’s eye-catching titles and headers or supplemental content for blogs and social networking sites, there is nothing like effective marketing and informational prose to turn prospects into customers.

4. Improved Lead Generation and Follow-up
An effective marketing program can build on SEO efforts and generate many new clients or customers. Whether it is Web metrics, lead counts, closing ratios or customer profiles to classify and track every lead, close attention to lead generation and marketing is the process that can turn first-time visitors into customers, and first-time customers into regulars.

Together, these four pillars comprise a plan of action that will make a difference in the quality and efficiency of any company’s website.

Not sure if you need to improve SEO? Click here and 360 will provide a free basic analysis of your website.