The Search Engine Optimization Marketing Strategy

The concept of the Internet is so enormous, it can boggle the mind

, but it also represents big business. Companies do not create Web sites simply to provide information, they do it to increase sales. One of the best ways to do so is to engage in a Search Engine Optimization process on the company site.

Commonly referred to as SEO, this process entails getting as much traffic to a company Web site from a search engine as possible. People looking for something on the Web go to an engine and type in words relevant to what they are seeking. The engine finds the Web sites that relate to the inquiry terms entered and returns a list of sites to the searcher. The individual then reviews the list and selects the desired Web pages to visit.

Every company strives to have its Web page appear at the top of the search results page of a relevant inquiry. The belief is that a higher ranking makes the site more visible to consumers. Getting the Web site onto page one of the results list is one hurdle because it is rare that individuals will visit the subsequent pages of the list. Once the site is on page one, the goal is to get it as high in the ranking as possible because people tend to click on the items they see first. More visits to the company Web site should result in more sales for the company.

The strategy behind SEO is based on marketing concepts and it identifies the terms used by individuals. It also looks at how a search engine finds the Web pages relevant to these terms. This information is use to alter the Web site to include the inquiry terms in its content and background coding. It also takes what is learned about the functioning of the engine and removes any barriers to indexing.

This work is carried out by individuals who are known for their SEO expertise. Often, they are also Web developers by trade and they are sometimes employed by a company to perform SEO-related tasks on a daily basis. These professionals research the key inquiry terms and build them into the company Web site on both the front and back ends. Some of these SEO workers offer their services on a project or contract basis, making them affordable to companies that have small budgets.

Search Engine Optimization is an interesting process because it involves both technical skills and marketing methodology. It helps a Web site climb the ranks of the search engine results list. If done properly, the Web site will be more visible to consumers, who will then visit the site and purchase products or services.

by: Brice Targil

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