What is Search Engine Optimization and how does it affect your business?

It could be one of the most important factors of their future marketing success, but most small businesses have no idea what Search Engine Optimization is (also known as SEO).

As a web user, you are probably well aware that search engines like Google, Yahoo, and MSN are the primary ways that Internet users find information they are looking for on the web. And if you have used these search engines before, you know that you usually click on the top results before you may visit some of the lower ranked sites.

Search Engine Optimization is Modifying a Web Site to Improve its Search Engine Rankings

Search Engine Optimization includes a variety of changes to make the site look more relevant to the search engine so that there is a better chance that it will be displayed as one of the top results. Search Engine Optimization evolves on an almost daily basis but some of the more common attributes invovled in optimizing center around:

• How Many Other Web Sites link to the Web Site
• Having the Keywords in the Title Tag for the Web Page
• Use of Keywords in Text of Web Page
• Having content on the page that is related to the Keywords
• Existing in Keyword of Headline Tag

If Your Business is Not Ranked at the Top, a Competitor Is

Reports come out on a regular basis that document how consumers are moving online to educate themselves and eventually purchase products and services that they are interested in buying. And the reference point that they are starting from are search engines.

The effectiveness of other forms of advertising will continue to decrease as the importance of online advertising increases. If you’re not seen as the trusted advisor by your potential clients or if you’re not found at all, you are losing out on valuable business.

How Do You Increase Your Search Engine Rankings?

Search Engine Optimization is a constantly ongoing process. It’s like painting a bridge - as soon as you get to the end of the bridge, you have to go back to the beginning and start painting it again. This picture from www.BruceClay.com provides a great illustration of just some of the efforts involved in search engine optimization.

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