Wednesday, June 13, 2012

Search Engine Optimization

Search Engine Optimization (SEO) is the process of improving the visibility of a website or a web page in search engines like Google.com by the use of organic or paid placements. An organic search consists of augmenting HTML code, web page copy editing, and site navigation (Roberts, 2008). A paid search involves pay-per-click (PPC) and cost-per-click (CPC) advertising. The idea is, the higher you rank in a search engine, the more customer traffic you will have on your website. In return, your website receives more sales and more business than if they were to much lower in the search. Search engine optimization is an internet marketing strategy that takes into consideration multiple pieces of an internet search including how search engines like Google works and common keywords and phrases used to find and specify certain items, topics, and products. Other search engine examples are Bing, and Yahoo.

The key to being successful in search engine optimization is to ensure that your business is utilizing both facets in regards to organic and paid placements. Optimizing your business's organic search is a way to naturally reach your audiences by the use of keywords and key phrases. For example, when I type in wedding dresses into Google, the first site that shows up in the list is DavidsBridal.com. This means that David's Bridal optimized Google's search engine the best.

Optimizing your business's paid search is done by placing a paid ad on a website. This is actually the easier than an organic search because it doesn't require a lot of technical knowledge to place a paid ad. In addition, businesses can also bid on keywords in order to enhance their chances of coming up first in searches. This involves placing the highest bid for your desired keyword which basically puts you at the top of the search results. However, because companies are constantly bidding, this is something that needs to be maintained on a regular basis. Keep in mind that this is a pay-per-click, which means that the more clicks you get based on your bidded keyword, the more you will have to pay. However, you can set a maximum of charges per month to avoid any unexpected, or higher than expected traffic (Roberts, 2008). Thus, pay-per-click is a controllable expense that is easy to set up and easy to maintain.

It is important to note as a consumer that this type of advertising is happening. While I find it helpful that search engines put the most popular and most relevant content in a search result list, I now make an effort to peruse the sites that come up lower on the list. I do this because I know that some companies may not be utilizing SEO and I want to ensure that I have a chance to preview sites that I would have otherwise ignored.
In addition to being aware of SEO as a consumer, there are also statistical online tools that SEO specialists can use to evaluate and expand websites' search engine rankings (Tumber 2011). These tools determine how the customer got to the website in the first place and tracks what the customer does, how many times they visit, etc. This data can then be used to tweak your website and marketing efforts (Tumber, 2011).

In sum, search engine optimization is important to develop in order to have a successful website. Furthermore, the use of paid as well as natural placements is necessary in order to optimize your search results standings. There are ways for businesses to utilize web templates in order to increase their search engine optimization, this is a great option for those who are not tech savvy.

While search engine optimization is important to the success of your business's website, it should be used in conjunction with other advertising efforts. A great marketing strategy is going to include well rounded advertising efforts that touch the different ways to reach your target audience. Search engine optimization, natural/organic searches, and pay per click searches are necessary to look into if you want to increase the traffic to your business and your website because it will enable your business to get the traffic it needs to produce sales.

References
Tumber, R. (2011). Search engine optimization explained: Tips to boost your rank and traffic. Las Vegas Business Press, ebscohost.com (10712186), 28(13), P25.
Roberts, M. L. (2008). Internet Marketing. Mason: Southwest Cengage Learning.

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