Search Engine Optimization (SEO) should be an integral part of your online marketing efforts once you have constructed your company's website because SEO is a key component to a successful web strategy, as it continually generates web traffic to your website from search engines. And not just ANY traffic, but the right traffic that comes to your site, ready to take the action you need them to (which is more important than how many people merely visit your site). Our focus at SSS for Success (Simplified Social Media Solutions) is to create a Search Engine Optimization campaign that provides small businesses with a website ranks well in search engines, in addition delivering long-term cost saving by reducing and/or eliminating Pay Per Click (PPC) advertising campaigns.
The Basics of Search Engines and How They Work
Whether you have a website, or are considering constructing a new one, you’ll want to keep search engines in mind, unless you already have some magic formula for driving mass quantities of direct traffic to your site.
The goal of Search Engine Optimization (SEO) is to obtain optimal placement on the organic search engine results page (also called SERPs) because 70% of web traffic that comes from search engines originates from the organic results. To give you a frame of reference for what organic search results are in comparison to Pay Per Click (PPC) Ads, see the image below:
In order to get organic search results that end up on one of the first 3 pages of those results (with the first page being the “prime location”), you need to optimize your website for search engines, so that your site’s content gets returned for relevant keywords. How you end up on those results page, is the process known as Search Engine Optimization.
A search engine uses special software (called a “spider” or “robot”) to crawl the web and automatically follow links and index web pages based on their readable content that’s embedded within the website’s code. The search spider/robot then compiles that data into the search engine's database. The way the engine works, is when you search for a term, say for instance “wedding cakes”, the search engine checks its database for all the websites it’s crawled for the terms “wedding” and “cakes”.
How a search engine like Google knows to rank one site over another based on the relevancy of its content, is the “Holy Grail question” for many Search Engine Optimizers, but the good thing is, you don’t really need to know the specific algorithm used by the search engine if you build a website that’s automatically friendly to search engine robots. We here at SSS for Success specialize in that process, and we help build search engine friendly sites, in addition to tweaking existing sites to make them more compatible with the content search engine spiders look for.
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