You may be offering the Perfect Product: a resort on a mountain lake. You have a beautiful, aesthetically pleasing website as a part of your resort’s online marketing plan to showcase this product. And yet – you wonder: will the right person find your site at the right time, or are you going to be passed over for one of the many hundreds of millions other sites vying for attention?

SEO = the Compass that Points North

By displaying focused, condensed information to the search engines (like Google), search engine optimization is the tool that helps to connect online searchers with your website. It is invisible when present, and glaringly obvious when missing.  The quality of your SEO (and website as a whole) is what helps determine whether you show up on page 1 or page 101 of a Google search. In other words, SEO can make or break your online success.

4 Basic SEO Components:

There are incredible amounts of information available online for SEO strategies, etc. But let’s just look at 4 of the main, basic components, using our company, Art Unlimited, as an example.

Example search query: “online marketing companies in northern MN”



The blue title that shows up at the top of the search result is pre-determined by your Search Engine Optimization. This title can be altered to suit your specific needs. Each website is a little different when it comes to programming in this information.


Under the title and URL that appear in an online search, you will usually see a short description of 160 characters or less.  Like the title, this meta description can be changed and customized to suit your specific keyword strategy (although search engines don’t always stick to your predetermined text – many will auto-pull from a page if they think it matches the search query better than your meta description does).  The meta description has a higher impact on the user-friendliness of your pages than with search engines.


To search engines, images show up as a random conglomerate of numbers and symbols. If you are wondering why your image isn’t showing up in online searches, adding “alt text” to the image will enable the search engine to learn what the picture is about.


Since search engines cannot read images, if you have a page that is composed entirely of images, they are going to have an extremely difficult time indexing it properly. Adding 300 + words of content in addition to alt text and captions will help to ensure that your page is found online.

Example: our portfolio page:


The only thing the search engine really sees when it looks at this page is the header , the little paragraph of content, and then “lots of pictures of…..[insert alt text content here]” Content adds value to even the most image-heavy websites, which typically includes the websites used for online marketing for resorts, showcasing their cabins and resort property.


The Importance of Research

Search queries change by the industry – and often by the season.  Taking the time to research the right keyword/topic strategy can mean the difference between success or failure in your SEO. A successful strategy discovers what your prospective clients are searching for, giving you the opportunity to better connect your products and services with their needs.

Ongoing Testing

We test our SEO strategies at minimum once a month. This helps our team to stay on top of the latest trends and overall health of our clients’ website.  Consistent monitoring and ongoing testing is key to helping a business website to grow organically.

Consistency is Key

Navigating the search engine terrain can be a challenge. But with some upfront effort, it is the compass that will truly point you towards success and greater visibility.  The question for you is this: is your business worth the adventure and undertaking?

We think so.

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Maria Myre - Author Bio