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Search
Engine Optimization Defined?
Search engine
optimization (SEO) is a set of methods aimed at improving the ranking
of a website in search engine listings, and could be considered a
subset of search engine marketing. The term SEO (Search Engine
Optimizers) also refers to an industry of consultants who carry out
optimization projects on behalf of clients' sites. Some commentators,
and even some SEOs, break down methods used by practitioners into
categories such as "white hat SEO" (methods generally approved by
search engines, such as building content and improving site quality),
or "black hat SEO" (tricks such as cloaking and spamdexing). White
hatters charge that black hat methods are an attempt to manipulate
search rankings unfairly. Black hatters counter that all SEO is an
attempt to manipulate rankings, and that the particular methods one
uses to rank well are irrelevant.
Search engines
display different kinds of listings in the search engine results pages
(SERPs), including: pay per click advertisements, paid inclusion
listings, and organic search results. SEO is primarily concerned with
advancing the goals of a website by improving the number and position
of its organic search results for a wide variety of relevant keywords.
SEO strategies can increase both the number and quality of visitors,
where quality means visitors who complete the action hoped for by the
site owner (e.g. purchase, sign up, learn something). Search engine
optimization is sometimes offered as a stand-alone service, or as a
part of a larger marketing effort, and can often be very effective when
incorporated into the initial development and design of a site.
For competitive,
high-volume search terms, the cost of pay per click advertising can be
substantial. Ranking well in the organic search results can provide the
same targeted traffic at a potentially significant lower cost. Site
owners may choose to optimize their sites for organic search, if the
cost of optimization is less than the cost of advertising.
Not all sites have
identical goals for search optimization. Some sites are seeking any and
all traffic, and may be optimized to rank highly for common search
phrases. A broad search optimization strategy can work for a site that
has broad interest, such as a periodical, a directory, or site that
displays advertising with a CPM revenue model. In contrast, many
businesses try to optimize their sites for large numbers of highly
specific keywords that indicate readiness to buy. Overly broad search
optimization can hinder marketing strategy by generating a large volume
of low-quality inquiries that cost money to handle, yet result in
little business. Focusing on desirable traffic generates better quality
sales leads, allowing the sales force to close more business. Search
engine optimization can be very effective when used as part of a smart
niche marketing strategy.
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