Search engine optimization (SEO)
is a set of methods aimed at improving the
ranking of a website in search engine
listings, and could be considered a subset
of search engine marketing. The term SEO
also refers to "search engine optimizers,"
an industry of consultants who carry out
optimization projects on behalf of clients'
sites.
Some commentators, and even some SEOs,
break down methods used by practitioners
into categories such as "white hat SEO"
(methods generally approved by search
engines, such as building content and
improving site quality), or "black hat SEO"
(tricks such as cloaking and spamdexing).
White hatters say that black hat methods are
an attempt to manipulate search rankings
unfairly. Black hatters counter that all SEO
is an attempt to manipulate rankings, and
that the particular methods one uses to rank
well are irrelevant.
Search engines display different kinds of
listings in the search engine results pages
(SERPs), including: pay per click
advertisements, paid inclusion listings, and
organic search results. SEO is primarily
concerned with advancing the goals of a
website by improving the number and position
of its organic search results for a wide
variety of relevant keywords. SEO strategies
may increase both the number and quality of
visitors. Search engine optimization is
sometimes offered as a stand-alone service,
or as a part of a larger marketing effort,
and can often be very effective when
incorporated into the initial development
and design of a site.
For competitive, high-volume search terms,
the cost of pay per click advertising can be
substantial. Ranking well in the organic
search results can provide the same targeted
traffic at a potentially significant
savings. Site owners may choose to optimize
their sites for organic search, if the cost
of optimization is less than the cost of
advertising.
Not all sites have identical goals for
search optimization. Some sites seek any and
all traffic, and may be optimized to rank
highly for common search phrases. A broad
search optimization strategy can work for a
site that has broad interest, such as a
periodical, a directory, or site that
displays advertising with a CPM revenue
model. In contrast, many businesses try to
optimize their sites for large numbers of
highly specific keywords that indicate
readiness to buy. Overly broad search
optimization can hinder marketing strategy
by generating a large volume of low-quality
inquiries that cost money to handle, yet
result in little business. Focusing on
desirable traffic generates better quality
sales leads, resulting in more sales. Search
engine optimization can be very effective
when used as part of a smart niche marketing
strategy.
Search Engine
Optimization includes:
-
Search engine optimization of your home page
and key landing pages
-
Search engine optimization of your site's
navigational structure
-
Analysis and recommendations of the most
effective keyword phrases for your industry
-
Professional keyword copywriting
-
Verification that your site's links are
accurate and identification of any broken
links
-
Cross-links throughout your Web site to help
drive traffic to optimized content pages
-
Submission of your site to major search
engines
-
2
positioning reports/reviews
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