Search Engine Optimization – A Definition
Search engine optimization (SEO) is the act of enhancing the quantity and quality of site visitors to a particular website or even a single web page from search engine results. SEO targets mainly unpaid, but non-targeted traffic, unlike pay per click (PPC) traffic. The primary target market for search engine optimization are the audience that uses the search engines to seek information; however, this traffic can also be targeted at websites aimed at selling specific products and services.
There are many elements that go into search engine optimization, with each element having varying effects on its own and the overall outcome being called the ‘conversion ratio’. The most significant aspect of search engine optimization is a high-ranking in the search results for key phrases or key words used in the content of the website. In order to attain a high ranking and convert visitors into paying customers, the website must be designed in a manner that maximizes its search engine optimization potential. This can be achieved by applying a variety of techniques, including content optimization strategies, keyword research and strategy implementation.
The objective of the SEO process is to ensure a high-quality return on investment (ROI) by increasing the number of targeted web visitors who can be converted into paying customers. One of the most important aspects of search engine optimization is to ensure a high-ranking in the search results for the targeted keywords used in the website content. Keyword research involves determining the relative frequency with which similar keywords appear in the internet text as well as comparing these keywords to search terms and volumes for the same keywords. This enables the development of an optimized list of key phrases and key words that have a better chance of being picked during searches by internet users. It also allows the optimization of the content written on the website. For instance, if the website sells shoes, the texts should include keywords that would best describe the products and/or services sold by the company.
In addition, quality content optimization can ensure rankings in the search results for key phrases and keywords, which are more likely to attract search engine users. For instance, SEO techniques applied for magazines and newspapers often include optimized words in articles, headlines and other text on the page that attract the attention of readers. Similar attention is also paid to hyperlinks and images within the content.
In order for an SEO strategy to be effective, it should be constantly monitored and evaluated by experienced SEO consultants. This ensures that the strategies are being implemented to maximize their potential to increase web traffic and increase revenue. If the SEO strategy seems to be ineffective, this should be adjusted in order to see improvement. This can be done by the addition of new targeted keywords or phrases, implementing new strategies for optimizing the content, testing the results of the new strategies and tracking the results to determine whether such adjustments have improved results.
Successful SEO includes not only effective implementation of search engine optimization but also includes consistent link building practices. Link building occurs when webmasters request other websites to post a link to one of their pages. This practice has been considered by the search engines as one of the most important elements of SEO because it allows the sites to rank higher for similar keywords. Link building is also used to increase link popularity, which is yet another factor that will improve search results for a site.