'SEO' - Search Engine Optimization

Search Engine Optimization involves the necessary techniques used to improve the overall visibility of a website in search engine results. There are natural ("organic"), and paid ways of achieving higher ranking on search engines using SEO services. Positioning a website higher on search engine result pages dramatically increases its overall visibility. Studies indicate that people often only pay attention to the first few results for the specific keyword(s) they searched for, therefore it is imperative to ensure your website / company is positioning high on search results.

There are numerous factors that are in play when it comes to optimizing a website for search engines. These include:

  • Creating authoritative, original, and quality content – Content is the most vital aspect.
  • Proper meta tags, title tags.
  • Proper and efficient keywords as per page contents, maintaining a strong keyword density ratio, Targeted Keywords properly intertwined through the webpage(s).
  • Link exchange: Quality and quantity of links (inbound, outbound and theme base).
  • Creating a site map.
  • Writing and serving W3C code.
  • Minimizing load speed: Maintaining a rapid load time of the site.
  • Listed in major social sites like face book, Twitter, Linked In, Google plus and etc.
  • Updated, fresh content (blogs, press releases, and others)

With these essential elements in place, the positioning of a webpage on major search engines dramatically increases. Furthermore, the site is not only optimized, but is user-friendly, organized, and creates an interactive experience for the customer.

The SEO industry is dramatically evolving each and every day. Optimizing a website should be a continuous, never-ending process, so that as standards, algorithms, and processes change, the website stays current on the trends and acts to continue to improve the return on investment (ROI).

Since the industry is virtually unregulated, there is not a set of official "rules" or "governance" that is required by all competing firms. Google (who owns 65% market share in the United States Search Industry), has made many changes in an act to regulate the industry, and only provide favorable Page Rank to websites that contain authoritative, original content. Ensure that the SEO firm you are contracting with adheres to a Code of Ethics. 90% of the industry does not, and unfortunately, only some major players do. Such firms are known to practice "black-hat optimization", and act to cheat the algorithms to achieve favorable Page Rank. Once this is caught, the page is banned and sent to the end of search results. Make sure your SEO firm practices "white-hat optimization".

Once applied appropriately, SEO can mean the difference between success and failure, especially if the company is new and emerging. The online visibility and brand awareness that derives from proper optimization is invaluable to a company's bottom line, and income statement. Now a day search engine optimization is the most demanding technique to drive traffic and sales in US, UK, India and many more countries.