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Since the inception of the internet, companies have been able to tap into a vast online market that was once out of reach. Traditional business strategies have been revolutionized and marketing has evolved. With this evolution, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) arose in order to channel online traffic in a way that effectively unites companies and searchers.
While SEO and SEM have been gaining rapid support, they have also had their controversy. SEO has been widely misunderstood but is beginning to catch momentum as companies begin to see the value it can bring to their business. Those who have been intimidated by the complexity and uncertainty of SEO are now able to understand the impact this strategy can have.
SEO Explained
Search Engine Optimization (SEO) is a process which improves the position of a website in the ‘organic’ or unpaid section of search engines. Search Engines want to deliver immediate, relevant, and important information to their users and give websites with those characteristics the highest rankings. Through advanced programs called web crawlers, search engines are continuously scanning websites for content and updates so they can index the site for web search purposes. Once the data is pulled from the websites, it is processed through an extensive series of algorithms where ranking is determined by a multitude of factors. Fortunately, many of those factors can be altered in order to improve a website’s ranking.
Implementing SEO calls for knowledge of search engine behavior so the proper changes can be made to the website in order to increase rankings. The SEO process begins with keyword research where the relative market is analyzed; from there, changes and additions will be implemented during the initial code restructure. SEO is a continual process of link building, keyword management, updating, and research. Since demand is ever-fluctuating, it is key to be current on marketing trends and incorporate frequent changes into the website or rankings may decrease.
The Value Behind SEO
The concept behind SEO is seemingly straightforward; SEO enables companies to more effectively reach their target market. Essentially, SEO is the only form of advertising where a company is able to direct their efforts purely to the people who are searching for their products or services, and it has proven to be very effective. If a website fails to convince search engines that it is relevant or important to searchers, then it will not be coming up on the searches at all. A website that gains no exposure is a waste of money.
While a non-performing website wastes money, implementing SEO can increase traffic, dramatically, which can, in turn, generate more profits for the company in the long run. Not only is a good SEO strategy remarkably effective, is also delivers quantifiable results, so there are no qualms when it comes to ROI. Through tracking and analytics, SEO offers insight into customer behavior by accessing statistics such as the number of visits to your website, trends in traffic and revenue so website owners can identify their successes as well as opportunity.
With the prevalence of the internet in today’s society, many businesses are beginning to let go of traditional methods and incorporate different strategies. SEO has evolved to fit the mold for what businesses need in this technological era, and is becoming the epicenter for all future advertising and marketing.
Chuck Reynolds
Contributor
