Search engine optimization, or SEO, is a form of internet marketing that seeks to increase the volume and quality of site visitors to a particular website or a web site from search engines like Google. SEO aims to get more organic search engine traffic, which means no paid advertisements and no referrals from paid advertising sources. SEO targets free, uncluttered and relevant web content that gets the highest ranking in search engine results pages (SERPs). It also aims to provide a search engine user the most relevant search results, taking into account factors like usability, the site’s unique features, and customer expectations.
One of the key concepts of SEO is relevancy. This means that a search engine optimization strategy that brings a web site up high in SERPs for a highly relevant search term may not necessarily bring the user experience that the advertiser hoped for. In other words, although the search results are good, the user experience may not be as highly positive as the advertisers would like. The advertiser then has to tweak its web-based marketing strategies to focus on increasing the rankings for more highly relevant keywords.
Another concept of search engine optimization that is constantly evolving is social media optimization. Social media allows users to leave comments, links, and other postings on the web; these serve to promote the website of the posting and give other users more information about it, especially those users who are not actively linked to the posting. Examples of social media include Twitter, Facebook, and blogs. Link building plays an important role in optimizing search traffic with social media as well because social media tend to place a higher value on content-based link exchanges than anchor texts.
Many businesses nowadays also use off-site optimization to boost their search engine rankings. This includes using directory submissions, web content analysis, and on-site SEO techniques. Some off-site SEO services also include article writing, blog commenting, and link exchanges. Link building in particular tends to produce higher search results for popular keywords. In order to optimize search results, some companies even employ off-site SEO techniques like article submission and link exchanges.
In a nutshell, search engine optimization can be defined as the techniques used to improve the quality of a website’s traffic and search results. The methods vary depending on the type of business being targeted. However, most SEO practices revolve around the on-site optimization. Off-site optimization consists of optimizing web pages, blogs, and websites for higher search engine rankings. Companies that rely solely on SEO practices may not reach their full optimization goals, but those who make use of off-site optimization techniques may actually reach more goals in a short amount of time.
Although SEO has come a long way since its humble beginning, there are still many ways to improve it, and even new techniques that have been developed. However, even with the number of techniques available nowadays, many companies still opt for off-site optimization because it produces better search results for their target market. For any company, the goal is to reach the first page of search engines and eventually get more traffic. With off-site SEO techniques, this goal can easily be achieved.