Search engine optimization also referred to as SEO, is the science of search as it relates to marketing on the web. Search engine optimization marketing is the process of positively influencing the quantity and quality of visitor traffic to a web site from search engines via natural or organic search results utilizing the basic comprehension of search engine algorithms. Generally, the higher a site appears in the search results, the higher it “ranks” for that particular search engine. The higher a website ranks increases the likelihood that more searchers will visit that site.
Search engine optimization marketing is amazingly fluid and is constantly evolving, and while it is mostly technical in nature, SEO has become a philosophy for excellence in online marketing. It is no longer just technical tweaking, great copywriting, numerous links, or just search engine submission. The very best search engine optimization marketing practises benefit from a blended approach and knowledge of how the various facets of a website relate to each other.
SEO is more than just simple techniques, it also combines programming with business knowledge, to obtain the desired results and objectives that define success for a website. An excellent search engine optimization marketing strategy considers how search algorithms work and what people search for, and builds a bridge of relevance to a company’s website. A well executed optimization effort includes reviewing a site’s relevance, appealing presentation to users, a site structure the is easy to use, as well as problem identification that could prevent search engine indexing programs from fully indexing a site. Search engine optimization marketing can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
Before you start optimizing your website, you should understand that the top rankings with every single major search engine and directory can be obtained but results change frequently from competition and a dynamic marketplace. It is the very nature of these influences that requires constant monitoring and ongoing development to keep you ahead of your competition.
“It is not the job of Search Engine Optimization to make a pig fly. It is the job of the SEO to genetically re-engineer the web site so that it becomes an eagle.”
A seasoned digital marketing professional with over 20 years of expertise in digital marketing, search engine optimization, search engine marketing, brand development, conversion optimization, lead generation, web development and data analytics. He is a strategic digital marketing thought leader in a multitude of business verticals including automotive, education, financial services, legal marketing and professional services.