Search engine optimization (SEO) is one of the most important aspects of an Internet marketing campaign. It involves the process in which a site is designed to rank high in the results pages of major search engines such as Google, Yahoo, and MSN. Search engine optimization is also referred to as SEO. It involves the use of targeted keywords in an effort to attract web visitors. This leads to increased traffic to the site as well as an increased ranking among search engine results pages.
Search engine optimization can be broken down into two areas: organic search engine optimization and pay-per-click (PPC) search engine optimization. Organic search engine optimization (SEO) generally refers to a process by which a website ranks high in the results pages of search engines for specific keywords or combinations of keywords. Organic SEO is accomplished through techniques such as link building, content optimization, and the use of Meta tags, keywords, and keyword phrases. Organic SEO involves the accumulation of backlinks from other relevant websites as well as from relevant content on the internet.
Pay-per-click (PPC) search engine optimization deals with advertisements on the search engines and is often conducted using AdWords, Google’s in-house advertising platform. PPC requires the display of advertisements by sites that have chosen to participate in a program, and the payment for each click through. AdWords is an advertisement program that is managed by Google. Participating in a PPC program gives site owners the opportunity to bid on keywords that are searched most often by Internet users. The highest bidder receives the advertising credit, whereas the lowest bidding price is used for the full month of advertising.
The goal of both organic and PPC search engine optimization techniques is to provide a search result page that ranks highly within the search results pages for a given key phrase or keyword set. Once a site is listed high within the search results for a given keyword, it becomes very difficult for that site to be dropped from the index or to remain in the top positions for that specific key phrase or keyword pair. Both organic and PPC techniques attempt to achieve a high ranking on the results page, but only organic SEO takes that step of actually achieving the desired high ranking. Organic SEO is usually achieved by using content that is relevant to the particular site and to the topic of the particular website.
A. One of the major ranking factors for all search engines is the total number of links pointing to a site. Search engines realize that sites that receive a lot of external links to them will have a better chance of being higher in the rankings. There are many ways to build links to a site, such as publishing articles on related blogs or forums, submitting articles to web directories, writing reviews about the subject, or even linking directly back to another site. All of these tactics can help increase the number of links that point to a site.
B. Content is another factor that helps search engines to rank a site. Search engines continually examine websites and their content to determine how valuable or important that particular site is to the user. If the user has found something interesting or useful, they are more likely to return to that site and be more likely to make a purchase or at least visit in order to see what other things that site has to offer.
C. Social media is another important factor that search engines use in determining a websites ranking and in creating their organic search traffic. Social media is quickly becoming one of the most popular ways for businesses to market themselves online and obtain the attention of the general public. Although this form of online marketing has been around for quite some time, it is only now that companies are using the social media aspect to market and advertise their products and services. By utilizing social media search engine optimization techniques you can not only increase the number of links that lead to your site, but you can also obtain more social media fans which can lead to even more backlinks.
D. Backlinking and incoming links are also considered by Google when determining a sites ranking and organic search results. In order for SEO to work effectively you will have to ensure that your website is linked to by other relevant sites. If you attempt to optimize solely through link building you will find that you are quickly penalized by Google and may even receive a deletion from their index entirely. By taking the time to incorporate other forms of SEO such as article writing, blog posts, press releases and social media marketing you will ensure that your website ranks higher in search results and ultimately receives a better level of traffic. By taking the time to understand the various factors that go into optimizing search engine optimization you will be able to take full advantage of this marketing tool and begin attracting the type of traffic that you are looking for.