SEO or Search engine optimization
is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
The acronym “SEOs” can refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term “search engine friendly” may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, depending on the site operator’s goals. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site’s conversion rate.
SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website’s placement, possibly resulting in a serious loss of traffic. According to Google’s CEO, Erick Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic. Seomoz.org has suggested that “search marketers, in a twist of irony, receive a very small share of their traffic from search engines.” Instead, their main sources of traffic are links from other websites.
Differences between SEO and SEM
SEO – Search Engine Optimization (Organic Search)
SEM – Search Engine Marketing (SEO +PPC advertising/Paid Search)
|SEO – Search Engine Optimization||PPC – Pay-Per-Click Advertising|
|Organic (Free)||Inorganic (Paid)|
|Slow to climb to Top Pages||Fast to climb to Top Pages|
|Relatively Permanent||Temporary (Depends on budget)|
|On Page Optimization (use HTML Design Coding)||Off-Page Optimization (Google Adwords)|
|Display in all browsers||Some browsers’ plugin/extension may block SEM|
|Users tend to trust more with SEO||Users tend to trust less with SEM|
|User will see search.||User might miss this search (eyes are trained to
skip top/bottom search and right search of search
|SEO is part of SEM||SEO is part of SEM|
|Can Improve Website Page Rank||Does not affect Website Page Rank|
Some of the basic tricks of SEO Search Engine Optimization
- Track/Monitor where you stand
- Clever use Google Adwords
- Clear defined search-friendly title (eg. keyword1 keyword2 keyword3 by XXXXXX)
- Define/Research Keywords
- Link back to yourself (internal links)
- Create a sitemap
- Use Search-friendly URLs (eg www.xxxxxxx.com/keyword1-keyword2-keyword3/)
- Use Search-friendly Domain name (eg www.keyword1-keyword2-keyword3.com)
- Extend expiry date of domain, at least more than 5 years
- Use of Video (youtube, metacafe)
- Avoid or Minimize use of Flash
- Use search-friendly filename for assets like images, flash, audio, video
- Use Image descriptions, alt text, tags
- Use RSS Feeds
- Unique, Quality and updated Content – Avoid copy content from other websites.
- Use of Multi-Languages
- Use of Social media marketing – Twitter, Facebook, Linkedin
- Link to others (Outbound Links – preferably related content)
- Encourage others to link back (Inbound Links – preferably related and unpaid content)