SEO is short for Search Engine Optimization, and is the process required to ensure your website is listed above your competitors when it comes to ranking in the major search engines like Google and Yahoo. The result of an SEO’d site is a dramatic increase in highly targeted website visitor traffic, as these visitors are typing in search terms specific to your website. In turn, this increase in web traffic ultimately leads to an increase in sales/expsoure/whatever your goals are for online traffic.
When the internet began to rely on search engines in the 1990’s, SEO was simply a matter of listing keywords and associated descriptions within the code of a webpage – a task that could be completed within a couple of hours for a full website. As the internet has evolved, so have search engines. Currently, there are dozens if not hundreds of tactics in use to properly optimize a website: most fit into either on-page optimization tactics or off-page optimization tactics.
On-page optimization includes strategies like “meta tag” optimization and keyword density, while off-page optimization takes into consideration keyword research, website usability/functionality and link building. Both on-page and off-page strategies are crucial to overall website outcome and need to be combined for optimal results.
When looking for a firm to help out with SEO efforts, it is very important to judge their stance on “White Hat” vs “Black Hat” SEO. Individuals/firms who engage in Black Hat SEO techniques may experience short term gains for their clients but ultimately risk permanently blacklisting their websites from all search engines, completely negating their entire purpose. Do your homework on this – a reputable SEO should be able to give you a detailed description of the techniques they do and do not engage in. It’s not worth it being ignorant and risking all your online efforts in doing so.
As one of the best ways to measure online return on investment (ROI), SEO is now considered essential to online survival and numerous medium-large sized businesses have incorporated their very own SEO departments. Most small businesses outsource SEO efforts for a more cost-effective approach to their online marketing campaign. SEO efforts have been developed for websites of all themes, from computer networking to fitness centers, from travel agents to auto detailing. In summary, SEO is no longer “nice to have” in the online world – it is critical for success.