Search Engine Optimization or SEO is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator’s goals. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site’s conversion rate.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website’s placement, possibly resulting in a serious loss of traffic. According to Google’s CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic.
Tips on how SEO can help your business succeed via online
- Content Development
Most businesses are aware of how important content is on a website for SEO purposes. Using a lot of great, fresh and relevant content on your site will ultimately work in your favor when looking at your SEO. If your SEO is working for your business, you will know what kind of content is showing the best possible results
- PPC Campaigns
A lot of businesses are turning to PPC (Pay per click) campaigns as a way of using SEO to help their business rank better online. You will have to pay a small fee for each click your website receives but if this is converting into sales, it is worth spending to begin with, knowing you will get it back, plus more.
- Improvements to Web Standards
We know it can be easy to set up an online website using very simple site building tools available from website hosting companies. This may not help you in the long run. There could be errors in the coding of your site meaning you will lose traffic and push you further down the search engine ranking results. Make sure you are always improving your website standards and have someone qualified to keep everything running smoothly.
- Search Rankings
With the use of basic SEO, your search rankings will improve. Just using keywords relating to your business will give you a great start. You should look into an SEO expert to help you where you are struggling the most. As we all know, search rankings are crucial and if you are on the 100th page of a Google search, no one will ever find your online business.
- Website Traffic
Keeping an eye on your SEO and using Social Media sites like Facebook, Twitter, Pinterest and Google+ will increase your website traffic along with your search engine ranking. Using SEO the right way will help you boost website hits and the more people that are visiting your website, the more sales you will receive.