Search Engine Optimization is the process of modifying a website with the goal of ranking better in the search engines for a specific keyword phrase, ultimately leading to an increase in the organic traffic volume to a website. As part of an overall Internet Marketing Campaign, Search Engine Optimization (SEO) is based around the Search Engineís lengthy algorithm, which is made up of variables such as the age of the domain, the speed of the pages being downloaded from the server, whether or not there are keywords in the domain name, the keywords used in the Title Tags, Meta Keywords, Meta Description, and many more variables. In fact, Google has over 120 different variables that it uses to determine rankings.
A good way to look at the SEO of a website is to know that no website is perfect, the industry is all about making the website as least imperfect as possible. In this instance, SEO is more like Golf than anything else, no one has a perfect swing, instead, everyone tries to have as little mistakes in their swing as possible. In fact, SEO is quite similar to Golf in another aspect, golfers strive to shoot as low as possible, and the SEO Company strives for low rankings.
An Explanation of SEO
In order to better explain what search engine optimization (SEO) does, why donít I take you through the steps through the eyes of a customer. John Doe owns a company and wants to show up better for the search engines, he thinks that the online marketing industry is where he needs to spend his budget. He has a website, but is not very happy, it is not everything that he has wanted and does not represent his company well. He goes online, and does his homework in the process. Not only is he learning about a new industry. He is also discovering that there are many different paths that he could take in order to accomplish his goal of not only having an excellent online presence through his website, but also having his website generate leads. Eventually, John contacts a search engine optimization company. He can do this either by phone or by e-mail. About half of the time, the initial conversation is initiated through e-mail by filling out a form, the other half of the time itís a phone call that initiates the conversation. Either way, once the search engine optimization company has been contacted. John is sure to receive plenty of feedback. Now John turns into a mediator. He must determine which of these companies who have all submitted proposals ,followed up with phone calls, followed up with e-mails and the like is the best company for him. Some companies are more aggressive than other companies, some companies have a salesperson who knows little about SEO, while others have technicians who answer phone calls. Ultimately, it is not the techniques, or the beautiful presentations, or the long phone calls, but rather, the person who John feels the most comfortable with that ends up earning the business.
Of course, the company that is awarded the contract is not just given the contract because they have a nice person on the other end of the line. They are given the contract, because they have the ability to back up what theyíre talking about, and the knowledge to wade through the turbulent waters of the search engine optimization industry. Due to the fact that the search engine optimization industry is always changing, and always has different rules, it is absolutely essential that the person or company that is taking care of John eats, sleeps, and breathes SEO. They must know the industry backwards and forwards. It is not always about whatís going on with your clients and how SEO pertains to them, rather itís what the search engines deemed to be important that matters. It is the job of the search engine optimization firm to determine how what the search engines deemed to be relevant effects their clients, not the other way around.