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Search Engine Optimization, which is also known as SEO, is the procedure of increasing the volume and quality of traffic to a website from search engines via organic or search engine results. The higher your company's website ranks on Search Engine Result Page (SERP), the greater searchers will go to your site. Like a marketing strategy for increasing site's relevance, SEO consultants consider how search algorithms work and just what people search for. A search engine optimization process may involve a site's coding and structure, content and copywriting, site presentation, as well as fixing other issues that will prevent search engines from indexing your company website. If your company's web site is not listed in search engines, there will be no chance at all for your site to obtain high visibility rankings on search engines. Therefore, it is very important for businesses to consider SEO and make sure that their websites are properly listed in search engines. The word "SEO" can also make reference to "Search Engine Optimizer". This is an industry term that refers to agencies and consultants that execute search engine optimization process on behalf of their clients, and by employees who perform Search engine optimization in-house. Every agency and consultant has their very own SEO methodology; therefore they may use different ways to achieve high organic rankings for websites. In most cases, in order to have effective SEO, it might require changes to the HTML source code of a site, SEO tactics will be incorporated into website development and design. That is why almost all credible SEO agencies and consultants will start looking at the design and back-end architecture of the website before beginning any SEO process. This can ensure that SEO is carried out effectively. Seo as a Online marketing strategy for Businesses Just how should businesses use SEO like a marketing strategy? The main objective of implementing SEO to some company's website is to drive targeted traffic to it. Eye tracking research indicates that searchers scan a search result from head to feet and left to right, searching for relevant results. Therefore, if your site is presents itself organic listings rankings (organic listings refer to the web results that are listed on the left side of the SERP), it will most likely increases the number of searchers who will visit your site. A successful online marketing campaign may usually involve SEO, but it also consists of using paid advertising on search engines, building top quality websites to interact and persuade website visitors take action through either enquiries or online sales, establishing analytic programs to allow site owners to determine their successes and improving a site's conversion rate. Benefits of SEO for Businesses Businesses can usually benefit from SEO in many ways, be it to increase brand awareness, get sales leads or increase sales revenue. This is a list of benefits that businesses can get from SEO: o Get more targeted traffic. SEO can boost the number of people to your site who're actively searching for your product or service. o Increase brand awareness. SEO can provide your brand a high international profile. You can also use SEO to create brand awareness for any new service or product by optimizing related product/service keywords and phrases to rank higher on search engines like google. o Marketing your brand 24/7. With SEO, your site will get exposure Twenty-four hours a day, 7 days a week - without stopping. o Higher sales. As SEO brings you targeted traffic, it can mean increased sales of the product or service. o Long term positioning. When a properly optimized & designed site is in place, rankings on organic listings should be consistent whereas the cost for Pay-Per-Click (PPC) Advertising is ongoing. o More value for dollars. When your company's website has achieved high organic rankings for a number of key phrases, you won't have to pay for each visit. Whereas for PPC Advertising, to enjoy high ranking visibility on search engines like google, you need to purchase each click or trip to your site. However, to make sure that you have a successful SEO implementation, you need to make sure that your dedicated SEO agency abides to the guidelines of internet search engine when optimizing your site... White Hat SEO VS Spammy SEO When it comes to SEO, there's two schools of thoughts - White Hat SEO vs Black Hat SEO. White hat SEO is techniques that search engines recommend as good practice and black hat SEO is those techniques that search engines like google do not agree to. For SEO consultants who practise white hat SEO, they tend to produce results that last for many years. Black hat SEO techniques could get a website to rank well initially, however the site will eventually be banned either temporary or permanently once search engines discover what they're doing. So it is extremely important for you to be aware of best practices within the SEO industry and ensure that the Seo company that is your account uses techniques that conform to the search engines' guidelines and involves no deception. White hat strategy is generally summarized as creating content for users, not the search engines. The content that's created should be easily accessible to look engine spiders, rather than intending to trick the algorithms from the intended purpose. So, the general rule of thumb would be to stay on the safe side by creating content that is relevant to your target audience. Search engines value relevancy - they'll definitely want to rank a website higher their organic listings when the content on the site is what searchers are looking for. Black hat technique usually involves techniques that make an effort to improve rankings that are disapproved by search engines, or involve deception. One common spammy technique is to use hidden text, either as text coloured like the background of the website, or positioned off-screen. Another common technique known as cloaking would be to load a different page based on whether the page is accessed with a human or a search engine spider. Search engines like google will penalize sites designed to use black hat techniques, either by reduction of their organic rankings or perhaps eliminating them using their database completely. This is a very costly mistake around the business point of view as you will miss out a lot of grounds as your competitors are enjoying free organic traffic from search engines due to their high rankings for major key phrases. One infamous example was in February 2006, whereby Google removed BMW Germany from the database to be used of spammy methods. However, the company has quickly apologised and cleaned up the offending pages and were eventually restored to Google's database. Therefore, it is crucial to make sure that your Seo company is leaving black hat methods. You will not want to be blacklisted by search engines which will translate into loss in sales and profits. Keyword Research - The Key Factor to Successful SEO Implementation Major search engines like Google, Yahoo, MSN Live and AOL get a lot of searches every day. Before you implement SEO aimed at your website, you must know what key phrases or keywords your audience is using to look for the product or service that you simply offer. Whether you want it or otherwise, there is a pretty good possibility that many individuals have never heard of your company. These folks might be your visitors, if only possible you on search engines and buying from you. It is appreciated that building awareness may be the first step to land a brand new customer. For example, when someone sees a TV advertisement about that new car, you hope that she or he is in the market for a car at the moment. However, relatively few people are in that situation at anyone time. Most of people who saw the television advertisement don't have any interest in purchasing a car right now. But someday they'll. So advertisers know that the messages - the model of the car and business name in their commercials will stick in viewers' minds, who might remember the message later when they're ready to purchase a car. It's the same for SEO. Searchers might not know that your company offers a particular service or product unless they see your site on the Search Engine Result Page (SERP). Unless they call at your listings, they will not think of you. More often than not, searchers searching for a product or service for the first time might not be conscious of any specific company or brand name as they are just gathering information. However, according to a research made by search marketing consultancy iProspect, more than 55 percent of searchers anticipate seeing big brands listed at the top of search results. Exactly the same study also implies that over 66 percent of searchers believe that sites that are listed towards the top of search results would be the top companies in their field. You can as well imagine how this affects your company's brand awareness? If your company's web site is not listed at the top of search results, they're not going to see your company as a "big brand" in their mind. Therefore, it is very important for you to optimize keywords or key phrases that your target prospects will use to find the product or service that you are offering. What exactly types of keywords or keywords and phrases should you choose? Businesses should target keywords which are relevant to the information of their websites. Basically, keywords could be categorized into 3 types, which are: "Too Hot Keywords", "Just Right Keywords", and "Too Cold Keywords". Hot keywords are single word search terms like "Aircon" and "Translation" that do not seem to be targeted enough to obtain conversions. These keywords usually bring in high search volume (which is naturally tempting to optimize) but the conversion may not be as ideal as targeting keywords which grouped into the "Just Right" category. (For examples: Aircon Servicing, Translation Agency Singapore") By optimizing those "Just Right" keywords, businesses can get more targeted visitors to their websites and increase the chance of conversions. Choosing the right keywords may be the real start of any SEO effort. Once you have determined the best set of keywords to target, you can start the work of search engine optimization. Why do you have to outsource SEO? SEO is a very time-consuming process as continual fine-tuning and monitoring have to be done. Therefore, it is advisable for you to employ a search engine optimization agency to plan out the optimization arrange for your company. An expert SEO agency will look at your site and make recommendations to improve your search engine ranking and website traffic. Once they start to optimize your website, they will provide recommendations and monitoring reports for you to know the progress from it. Last but not least, in order to achieve successful optimization results, it is crucial for your Seo company to work closely with your website designer for those who have your own IT department. This is because your company website must be both visually appealing and check engine friendly in order to achieve high organic rankings, as well as conversions. Check out more about SEO at http://www.patbrosnan.net
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