Search Engine Optimization, commonly referred to as SEO, is the practice of developing the code and content of a website so as to make it easier for the search engines to read and rank. A properly optimized site will rank high for multiple sets of keywords, helping an online business bring in more customers, and ultimately, more sales. The higher a website ranks for a keyword, the more likely a user is to click on it. Making an effort to optimize a website will pay off in the long run through increased website traffic and sales.
What does SEO involve?
Though no one is exactly sure how search engines determine their rank (because algorithms are constantly changed and kept secure), Internet marketing experts know that in addition to content and code, links from other websites and overall traffic also play a role in search engine optimization practices.
Keywords used in search engine optimization efforts should be researched before being used to ensure the best ones for the particular business are selected. Several databases online offer free keyword research tools to enable webmasters, business owners, and Internet marketers to determine how many times per day or month a particular phrase is searched. This data will allow people to determine if the keyword is worth trying to get rank on, or if it should be passed over in favor of another.
Choose keywords relevant to site content, so users will find what they are looking for when searching the phrase. Consider searching the phrases to see how many websites are competing for the phrase, and take a close look at what the top results are to determine if competition is possible.
The code used to create the website should be compliant with the World Wide Web Consortium, also known as the W3C, standards to ensure the code is easy for the search engine robots to read. This will make it easier for the website to become part of the index used to catalog results.
How SEO Helps Online Businesses
SEO helps online businesses by allowing them to target specific audiences. Targeting a specific audience means there is a higher chance of conversion, turning regular website traffic into purchasing consumers. In improving website visibility, more people become aware of a website and may use word of mouth, social media, or email to pass it along to others.
SEO works as free advertising, allowing business owners to make adjustments to their advertising budgets. They may choose to save money on advertising or shift their funds to another form of advertising (with a high return on investment).
SEO should never be considered finished. It is an ongoing effort that takes time to pay off. A brand new website will not rank first on any phrase overnight. Through careful development, patience, and persistence, a business owner will be able to watch their website soar through the ranks.
It is best to start a website with a search engine optimization plan of action in mind. This plan should focus heavily on the information the website provides and who the website is meant for, paying close attention to competitors to find a way into the ranks and rise above them.