Search engine optimization, sometimes referred to as SEO, is a process of enhancing the quantity and quality of site visitors to a particular website or even a single web page in search engines like Google, Yahoo, or MSN. SEO targets paid online traffic as opposed to direct traffic from search results or free traffic. It aims to increase a site’s popularity in the eyes of search engines like Google by optimizing internal and external links, titles, meta tags, content, and keywords. An ideal SEO service should encompass comprehensive keyword analysis, link building and content writing. SEO can be used by individuals, companies, and organizations to achieve their business goals.
In simple terms, seo works on achieving higher organic results in search engines like Google. Organic results are those that show up in natural searches with no paid advertising or commercial links attached. This includes results from keyword searches. These results are considered more reliable and genuine because the search engines recognize the intent of the searcher and have taken steps to ensure quality results based on the user’s past behavior. While this method may not guarantee quality traffic it does work for those who use off-page seo strategies to achieve organic results.
One type of off-page seo strategy is content optimization. This consists of optimizing internal and external web content to improve both its relevancy and rank in search engines for particular key phrases. Internal content optimization consists of creating and distributing well-written and informative articles that contain relevant information about the product or service being offered. These articles are then picked up by other websites and distributed without any charge. Content writers must take care not to make the articles too dense or monotonous to make them unacceptable for the search engines to read, but should instead aim to create a reasonably simple and easy-to-read document that is rich in relevant information for users to find their way around and enjoy using the site.
On-page seo works similarly to the internal content optimization strategy by picking up on relevant content on the web and repurposing it to fit in with the rest of the site. The main difference between the two is that on-page seo is used by users to find information while SEO techniques are used by search engines to index and display web pages. Users will more likely find and read internal links, whereas SEO techniques will increase the chances of a page appearing in the search results.
The biggest thing that sets apart the two strategies is their respective target audiences. Content marketers target general readers while SEO companies target specific audiences by researching them more closely and tailoring their strategies to better suit their needs. There are even companies offering SEO to businesses and organizations in an off-the-shelf package, allowing users to get expert advice without having to spend large amounts of money hiring an SEO in-house team.
Marketing, as any marketer will tell you, is all about who you know and who you can reach. SEO is a lot more about using the right words to attract attention and keywords to your website, articles and press releases to market your products or services. If done well, this form of marketing should give your company an edge over its competitors. Most search engines, however, still rely on internal sources for their rankings. So even if you have spent the money hiring an SEO in-house team, it will still be up to them to decide how best to get your company seen online.
A major part of any successful marketing campaign, whether it’s on-page or off-page SEO, is social media marketing. Many companies have discovered that this strategy can be a great way to get their businesses seen on Google and other popular search engines such as Twitter, Facebook and LinkedIn. The best way to get a brand seen on these sites is to focus on quality content that will appeal to readers and shareable content that will make others want to link to your page or post a link to your page to increase your exposure. SEO is a very broad field and just because a company uses a specific strategy for on-page SEO doesn’t mean they will benefit from the same strategy when marketing via social media outlets.
It is important to make sure any content you produce for marketing purposes is relevant to your audience and tailored to persuade your readers to join your network. SEO can be a great tool to help you build up your presence, but if you use it to the detriment of your target audience and completely disregard the social media influence, you may find yourself quickly banned from these sites. By taking the time to gain the knowledge and understanding of SEO techniques and applying them to your online marketing efforts, you can ensure that you will be able to effectively leverage all the tools that are at your disposal. SEO isn’t a one-size-fits-all answer and by taking the time to learn about the different techniques available and apply them, you can be on your way to gaining the edge over your competitors and enjoying the benefits of a solid Internet presence.