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What Is
SEO
SEO Strategy, SEO Marketing,
Search Engine Marketing
A form of online marketing
techniques, search engine optimization or
search engine marketing, is the
process of preparing a website and its content to
be highly relevant for both search engines and
searchers. Successful search engine optimization
helps a sites chances of being ranked in the top
positioning for relevant words and phrases with
the ultimate goal of generating more revenue from
the web site. A number of factors are important
when optimising a website On-Page Optimization,
On-Site Optimization, and Off-Site Optimization,
including the content and structure of the
website's copy and page layout, the HTML meta-tags
and the submission process.For more SEO
Marketing info and SEO terms see the SEO
Glossary.
Why
Use SEO? SpiderSEO provides a long-term
solution to search marketing campaign as opposed
to pay per click paid advertising. Forrester
Research predicts paid advertising will increase
over the next few years, and keywords will become
more and more expensive as more competitors enter
the market and bid on keywords. This will drive
Pay Per Click conversions down for your company
and over the long run reach break even point in
terms of profits. SEO natural rankings are also more
effective as more search users click on organic
searches than sponsored links. SEO organic natural
rankings receive 75% of user clicks. Sponsored
advertising links receive 25% of user clicks. A
top ranking in the natural search results creates
3 times as much traffic as paid sponsored links.
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SEO (Organic Search) Results
Viewed: |
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Rank 1 |
100% |
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Rank 2 |
100% |
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Rank 3 |
100% |
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Rank 4 |
85% |
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Rank 5 |
60% |
|
Rank 6 |
50% |
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Rank 7 |
50% |
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Rank 8 |
30% |
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Rank 9 |
30% |
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Rank 10 |
20% 0%
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Sponsored Listings Viewed
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Sponsored listing 1
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50% |
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Sponsored listing 2
|
40% |
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Sponsored listing 3
|
30% |
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Sponsored listing 4
|
20% |
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Sponsored listing 5
|
10% |
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Sponsored listing 6
|
10% |
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Sponsored listing 7
|
10% |
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Sponsored listing 8
|
10%
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Many
search engine marketers are ignoring search
engine optimization, opting instead to go
the "easier" route of buying
sponsored listings. The increasing body
of research is very clearly saying that it's
a mistake to rely solely on paid listings
to drive visitors to a web site. A well-balanced
search marketing campaign should incorporate
both well-crafted search engine optimization
efforts as well as paid listings to capture
the full range of searcher behavior. Keyword Semantics. First, we
have to establish a clear picture of the words and
phrases that will bring relevant visitors to your
site. Your best online audience defines your
organization in their own terms. Search engine readiness. Your
site must be coded using clean HTML code that
complies with current standards. That creates a
site that a search engine can easily read and add
to its index, and yields the best long-term
results. Content & Structure. Search engines look for text content -
not images, video or (inmost cases) Flash. They
also respect structure: Your site structure should
have the most relevant information higher up in
the site hierarchy, and each page on your site
should use structural elements - heading,
paragraph and other HTML tagsto indicate what's
most important. Link Popularity. Search
engines also look for your site's 'popularity' -
Google, Yahoo and the other major search players
want to see sites that have incoming links from
other relevant sites.
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