Search engine optimization, referred to as organic search optimization or SEO, is a specialized website promotional technique in which a variety of criteria deemed important by search engines is refined to achieve higher rankings.

Search engines such as Google, Yahoo and MSN use a fluctuating set of criteria, or “algorithm,” to evaluate a website for credibility and relevancy to a particular search term. Search engines will visit a website and scan its text, a process called crawling or spidering, then use their algorithm to mathematically interpret the site’s content and credibility. Websites that are refined to maximize the credibility and relevancy to certain keywords are considered “optimized” and are ranked above those that are less relevant or credible.

How is a website optimized?

Website optimization comprises three fundamental elements intended to acquire and maintain prominent search engine rankings. The process starts by performing an extensive keyword analysis, which is the foundation of any effective search engine optimization campaign. The objective is to discover niche keywords that are commonly used to search, but rarely utilized by competing websites. Keyword analysis is followed by the initial site preparation that will evaluate how the site is constructed and the way it interacts with other websites on the Internet. This is also the time to implement the niche keywords throughout the site in strategic locations to maximize their prominence and effectiveness. Finally, monthly maintenance and monitoring is required to detect changes in traffic patterns and provide opportunities to perform subtle adjustments that compensate for algorithmic fluctuations or changes in the competitive landscape.

Why is search engine optimization important?

The importance of SEO becomes apparent when you consider the vast number of websites competing on search engines for top positioning. Like traditional brick and mortar business, you must first attract customers to achieve sales, but websites buried deep in the search results are unlikely viewed as a credible or relevant resource. Effective search engine optimization is the difference between your website getting lost in cyber space or found by customers inclined to patronize your business.

• Pay for service but receive free incoming web traffic
• The most trusted and credible form of Internet marketing
• Long term labor intensive process
• May require moderate to extensive changes to your website for optimum results
• Measure results by increased site activity, quarterly ranking reports or statistical monitoring programs