SEM and SEO Basics

SEARCH ENGINE MARKETING BASICS

What Is SEO? – Search Engine Dominance

The widespread adoption of the internet has changed the way businesses advertise their products and services.  There are now a variety of more targeted ways to help you find more customers.  One of the best ways to do so is to employ a technique known as search engine optimization (SEO).

What is SEO? It is a way of getting free targeted traffic to your website.  Think about the best candidates to use the product you are selling.  Most likely, they are the people who are directly searching for your product using a search engine such as Google.  For example, if you are a hardware store located in Detroit, people who are typing in “Detroit hardware store” or “cheap screwdrivers Detroit” in Google would be perfect candidates to promote your business to.  The first businesses that come up in the natural search engine results will literally get some incredibly profitable traffic assuming their sites convert well.

SEO and SEM Basics
You can buy ads targeting these terms in the search results.  However, you will have to pay a fee for every click that someone makes on that ad.  Some of those could represent clicks from competitors just looking to learn more about you are executing your advertising, yet you will pay for the click anyway.  Additionally, Google clearly marks ads as such.  This lowers the relevance of the result in the eyes of most browsers since they know they are being directly sold to.  The fact of the matter is that the organic results are much more trusted than ads.

So clearly the best strategy is to somehow have your website come up in the organic search engine results for the terms you are interested in.  You then get the most targeted traffic without having to pay Google a dime for the traffic.

The good news is that the businesses at the top of the search engine results do not just wind up there by accident.  Google has a mechanical set of rules that computers follow to determine what websites get lifted to the top of the search results.  Clearly, if you can figure out exactly what those rules are, then you might be able to find a way to manipulate their system to get your website to the top of the page.

This process of hacking Google’s rules to get to the top positions for targeted keywords is the essence of SEO.  Professionals spend a lot of time analyzing numerous sites trying to determine exactly how the algorithm works.  They then do experiments with sites to test their hypotheses.  Once they have acquired that knowledge, they can attempt to rank sites in any niche or be hired to help other businesses get more traffic with SEO.

The Death of SEOSEO consists of three basic steps.  The first is keyword research.  This is the process of finding the best keywords to target to get good conversions for a site.  The second step is on-site optimization.  This involves modifying the website content to increase the odds of being found for certain searches.  The final step in the process is off-page optimization.  This involves building links to the site to increase the authority of it in the eyes of the search engine algorithms.

For marketers who are looking for ways to make their marketing dollars go further, SEO is a great investment to make.

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