Building Web Presence Through Search Engine Optimization
When a potential or returning customer searches for your business online, what do they get?
1) Local results These are Google Map search results based on relevance (how well the local listing matches the searcher's inquiry), distance (how close the listing is to the searcher or to the area being searched), and prominence (how well known or prominent a business is based on the information Google currently has about the listing).
2) Organic results This is the area where SEO will impact your business's ranking.
3)Sponsored links or paid listings This is the anchor to Google and all search engines, the place where advertisers "buy media," also called "Search Engine Marketing."
SEO is marketing by understanding both how search algorithms work, and what human visitors might search for. SEO helps match those visitors with sites offering what they are interested in finding.
SEO is marketing by understanding both how search algorithms work,
SEO, as a marketing strategy, can often generate a good return. However, as the search engines are not paid for the traffic they send from organic search, the algorithms used can and do change (What You Need to Know About Google Panda 4.0 - Psycray WebSnips) and there are no guarantees of success.
SEO is often compared to traditional PR, with pay-per-click advertising closer to traditional advertising. This is another reason SEO is often a sustaining marketing tactic. Increased visitors are analogous to increased foot traffic in retail advertising. Speaking of which...
Optimizing for Traffic Quality
In addition to seeking better rankings, SEO is also concerned with traffic quality. Traffic quality is measured by how often a visitor using a specific keyword phrase leads to a desired conversion action, such as making a purchase, viewing or downloading a certain page, requesting further information, signing up for a newsletter, or taking some other specific action.
By improving the quality of a page's search listings, more searchers may select that page and those searchers may be more likely to convert. Examples of SEO tactics to improve traffic quality include writing attention-grabbing titles, adding accurate Meta descriptions, and choosing a domain and URL that improve the site's branding.
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