Search engine marketing still remains the single most important and profitable investment you can make for your company online.
All businesses need an online presence to be successful in today’s digital economy. For a website to be effective it must be highly visible, it must be relevant and user-friendly and must guide visitors through conversion paths. Even if you have exceptional web design, you still need search engine optimization to ensure search engines index and rank your site. Online marketing strategies have been forever changed by the evolution of search engines which now direct the majority of traffic on the Internet. Investment in SEO marketing has become one of the fundamentals for long-term online success.
Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via “natural” (”organic” or “algorithmic”) search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site.
Search Engine Optimization can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.
As a marketing strategy for increasing a site’s relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site’s coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.
Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as black hat Search Engine Optimization or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience.
Search engines look for sites that employ these techniques and may remove them from their indexes.