What is Search Engine Optimization? It is a set of internet marketing techniques that improve the visibility of a site in the major search engines. Search engine optimization is also called search engine marketing or SEM. Search engine optimization deals with web pages as well as websites but is often used interchangeably with SEO.
Search engine optimization is basically the act of enhancing the quantity and quality of site traffic for a particular website or web page by search engines. Unlike SEM, search engine optimization deals with unpaid visitors rather than paying visitors or direct traffic. The major aim of SEO is to increase website or web page traffic, which ultimately results in increased sales. For this, it is important to rank well in the search results.
How does SEO work? The major work involved in SEO lies in optimizing your web content so that it can appear high on search engines. The keywords you use must be relevant to the subject matter of your website or web page. They should be used in such a way that they accurately reflect your business. It is essential that these keywords appear many times on your web page text, titles and Meta tags. This ensures that your site or web page is easy to find when someone searches for the particular subject matter.
Another aspect of search engine optimization deals with back linking. Back links are related to the popularity of a website and, hence, they provide indirect benefits to the site owner. SEO works towards improving website rankings and, thus, improves the likelihood of a site appearing among the top results when a search query is made. The better the ranking of the site in the search results, the more traffic is likely to visit the site through the link. Many companies that offer SEO services also offer SEO consulting services.
It is important to keep in mind that search engines have their own ranking factors that are different from those applied by on-page optimization firms. These factors include the amount of back links, the total number of pages linking to the website, the authority of the website in the niche, the amount of text in the URL, the size of the link and many other factors. A good SEO consultant would be able to understand the significance of these ranking factors and incorporate them in an effective manner in order to improve a company’s or individual’s web presence. The consultants also keep a close eye on the competitors’ websites and monitor their progress.
The importance of SEO lies in the fact that it ensures that your company or individual are easily found when a search query is made using your specific keyword. Many website owners make the mistake of believing that higher rankings on search engines imply that their website has more traffic or visitors. This is a common misconception that many website owners fall prey to. In reality, the reverse is true – lower rankings mean fewer visitors to the site and hence lower chances of making sales. Good SEO firms not only ensure that your website ranks high in search results but also make sure that its ranking position is maintained in the long run.
Another important facet of on-page and off-page search engine optimization works is link building. Link building is one of the oldest and most reliable techniques of driving quality traffic to a site. In the past, all links were from relevant sources but now the focus has shifted to building quality links from more popular and authoritative sources like social media outlets, major article directories, industry blogs, forums etc. There are many free link building tools available on the internet today, which can help you build backlinks rapidly and achieve your desired rankings. You need to remember that social media is just another medium where you can leverage the power of words to drive quality traffic to your site and this is something that no SEO firm would ever consider.
On-page optimization works on several levels, to ensure that your site achieves a good SERP ranking. First of all, the content should be keyword rich and well optimized to attract a greater number of search engines to list your site in the search results. On-page seo works towards building link popularity, improving your inbound linking network and generating higher rankings in the organic search results for your target keywords. Off-page SEO works towards creating inbound links from authority websites that will boost your search engine positioning on search engines. It is necessary to hire an expert SEO company that offers both on-page and off-page search engine optimization services to ensure that your business receives maximum targeted traffic. Therefore, it is important to look for a reputable SEO firm that offers quality SEO services.