Search Engine Optimization Explained

What is SEARCH ENGINE MARKETING?

Search engine marketing consists of two complementary but very different campaigns: search engine optimization (SEO) and pay-per-click (PPC). SEO falls into the online public relations category because many consumers see search engines as editorial gatekeepers, displaying "the best" relevant matches for their search inquiry. Ha! Ha! We know differently. Rankings can and are influenced. Search marketing professionals do so, in every way possible! While most individuals consider Seo to be PR, pay-per-click is definitely considered online advertising. Let us focus upon SEO.

Utilizing SEO, one can improve Web page rankings in the organic search results, sometimes referred to as natural search results. This is how SEO works: The search engines send out spiders (crawlers) combing the Web and collecting Web page information for the search engines' database. The information collected by these spiders build up the search engine's library of Web pages. Many of the search engines like Google, Yahoo!, MSN Search, etc... display both paid (PPC) and organic (SEO) results on the same page.

SEO is an intricate, often frustrating process as top rankings are never a guarantee, and when they are achieved, constant management protection must be performed due to the dynamic algorithms (mathematical formulae used to rank Web pages) and because of your competitors' continual optimization efforts. Is it worth all the trouble? Absolutely! Who does not want free, prequalified, high conversion traffic? The more qualified the traffic arriving to your site is, increases your potential to convert.

It is more difficult to gain top organic rankings than it was a few years ago. There are many more Web pages competing for your keywords and phrases. Plus more and more companies are outsourcing their SEO strategy to professionals, it has become a clash of the SEO titans... SEO expert versus SEO expert. Is achieving top rankings even remotely possible? Of course. But now more than ever you have to begin with a sound strategy, while avoiding troublesome practices and/or SEO professionals who are spamming their way to the top.

If you would like me to reveal the dominant strategies you need to make your SEO campaign successful, whether you manage this in-house or through an outside vendor, contact me directly. Because SEO is a dynamic target, I will not go into great detail about today's technical tactics. There exist multitudes of SEO "do's" and "don'ts". In all actuallity, hiring an SEO consultant or firm is a pretty good idea unless you, or your team, want to become an SEO warrior. Unfortunately, I hear from business owners who get burned by SEO firms all the time. However, business owners also need reasonable expectations if they do not want their SEO firm spamming. Contact me if you need a light shed on what you can, and can't, expect from a SEO firm or consultant.