It is statically proven that the top four position on a search engines results page produce a higher click through traffic. The number one position out performing the second position and so on. It is also widely accepted that if your web page does not land within the first page of search results you can expect no meaningful click through traffic. This is what's known as "Natural or Organic" search results. To learn more about this click the link: an overview of search engine optimization.
Search engine optimization has the potential to return the highest value back into a web site investment. Search engine optimization involves the process of understanding how a search engine works. What are the algorithms used by the search companies to make one web page out rank another web page?
One of the first steps in SEO is understanding your customers needs. Are your current customers satisfied with the level content within your site? Are potential customers compelled to act on your product or service values? If these questions can't be answered maybe that page doesn't deserve to be ranked well and can sit in the pile of results more than 10 places down among the millions of searches indexed gathered in less than .33 seconds.
Understanding how your customers are searching is an important process. How does your customer and potential customer search for your products or services? The search term phrase that your customers are entering into a search box is a critical concept in the process of reverse engineering search engines. The search term phrases or keywords need to go through a discovery process and researched to determine the popularity of the keyword and what competitive factors need to be adjusted to out rank the competition.
The SEO plan includes an on going site structure refinement as well as web page refinements to incorporate the search algorithm within the web site. One of the main priorities for search engine companies is to delivery relevant information with a structure of quality to the web searcher. To build on the foundation of a quality structure it takes an on going effort to build popularity and authoritative values into the web site. This can also include new content development based on the keyword research.
Clients that include social features in their marketing mix or have multiply persons involved in providing web content can be included in the SEO plan and be apprised of content direction and seo training.
Web site monitoring, assessment and reporting is a necessary approach due to variations in control. Your competitor may adjust their strategy and refine their web site which may effect the search ranking or the search engine company may adjust the algorithm which may change the ranking factors.
Search engine optimization needs to have a disciplined approach within an organization because "natural" search takes time. The search engines have to create indexes against an ever changing environment. It should also be understood that there are no guarantees in top level page ranking and that changes in rank can happen at anytime.
Also available on most search result pages are "paid inclusions". Most search engine services offer keyword advertising or "Pay Per Click" (ppc) advertising . This is a paid service where you create an ad campaign based on some associated keywords and when a person enters an associated keyword into the search box the ad campaign may show up in the sponsored area of the search results page. The position of the ad is base on a competitive auction system. If you would like to know more about how this works click the link: internet advertising - pay per click.
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