Search Engine Optimization (SEO)

SEO (Search engine optimization) is the process of improving the volume and quality of traffic to your web site from search engines via “natural” (“organic” or “algorithmic”) search results. Usually, the closer to the top of the first page is an indication of how the search engine has “ranked” the site for RELEVANCE to the content the site is trying to display. The closer to the top of the page means the searchers (strangers) will visit that site. SEO can also target different kinds of searches, including image searches (photos that have captions), local searches (where your city or target local is mentioned), and industry-specific vertical searches (such as plumbing, lumber, automotive etc.).

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a Website primarily involves editing its textual content and HTML coding to both increase its “RELEVANCE” to specific keywords (the most important words you have described to tell your marketing “story”) and to remove barriers to the indexing activities (inappropriate coding) of search engines.

The acronym “SEO” can also refer to “search engine optimizer”, a term adopted by highly knowledgeable website designers who carry out optimization projects on behalf of clients, and by you and your employees who perform SEO services in-house for their part in helping to design a site that REALLY works. Some real and some wannabe search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign which often actually rely on the Pay Per Click strategy to purchase page positioning.

Because effective SEO may require changes to the HTML source code of a site, SEO tactics need to be incorporated into website design and development. The term “search engine friendly” is used to describe the design of the website, including its menus, content management systems and shopping cart.

A very important goal is the designing of designing “search engine friendly” websites that allow search engines to easily find the pages that clearly demonstrate they are RELEVANT to what you do. If test and photo are properly used then the search engine will compare your presentation to that of others.  And, based on how well you have presented the text, photo captions, and links to and from others relative sites, your website will be RANKED accordingly. The goal is to have your page get as high ranking as possible on the results that pop on the screen following the visitors typed words or phrases for what he or she is seeking.

SEO (Search Engine Optimization) includes the choice of keywords used in the text paragraphs and the placement of those words on the page, both visible and those same words hidden inside the “Meta tags”. Go to ANY website, and select VIEW from the menu bar at the top of your page. Then select VIEW SOURCE. Here in the first few lines you will see the words Title, Keywords, and Description. These items are called “Meta tags” and this is where the search engine looks first.  It then compares what is written here with what is written on the websites pages.  If they are largely the same word usage, you will receive a ranking based on how well that site, and yours, has done in being properly “optimized” so that “strangers” can find you.

Bear in mind, probably 98% or more of industrial and professional websites will have varying degrees of slick professional appearances, but if they do not have text optimization, few strangers will ever find them.

Search engines use different criteria for ranking pages, and those criteria may be periodically changed to keep Web page designers from falsely describing their pages and obtaining a permanent, high ranking. This is why an entire industry exists to help Website owners rank as high as possible as requirements change.