What is search engine optimization?

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What is Search Engine Optimization?

Search Engine Optimization or SEO is a process of optimizing the content and structure of a website so that your site displays in the top search engine results for the keywords important to your business. This is not pay per clicks, rather its a method to "organically" display on page one by ensuring that your site contains the important information to be properly scored by Google and Yahoo, among others.

What are keywords? Keywords simply are the words you enter when you are searching for information on the world wide web when using a search engine. For example, if you are looking for a pizza place in Orlando, you might type "Orlando Pizza" as the keywords. How beneficial do you think it would be to appear on page one of the search engine results if you own and operate a pizzeria in Orlando? Given that a majority of searches do not go past page one it would be the difference between having the opportunity to get a customer and none at all.

On Google, as an example, there are 4 locations that you possibly could see your website appear:

1	The first 3 positions are typically reserved for sponsored links and you must pay to be in these slots. These are referred to as pay per clicks and depending on the market can be very expensive.
2	Banner ads located on the right side of the screen. These too are pay per click ads and they also can be very expensive.
3	Map Page. The map page is a map listing businesses that offer products and services related to the search keywords entered. This provides addresses, phone numbers and references as well as a link to the website for the businesses. This is located just below the sponsored links. This a non paid "Organic" listing, but is only shown typically for local searches.
4	Organic listings. Organic listings are those that are listed in order and 10 per page just below the map listing (if shown). These are non paid links to websites that the search engine believes provides information related to the keywords entered.

What are Organic Results?
The term "Organic" has certainly gained popularity within the food, restaurant and grocery world. In the opinion of many marketing experts, including ours, Organic is significantly more powerful in the world of internet advertising and marketing. The search engines hopefully find your web pages on your site and will index these pages in their massive and complex databases. Each search engine has it's unique and complex algorithms that provide a list of web page results in order of relevance to keyword searches. So in the example above, when typing "Orlando Pizza" the search engine will return, in their opinion, the most relevant organic results. Meaning these websites are displayed based on criteria other than paying for the position.

The true goal of search engine optimization is two fold. 1. to identify keyword combinations that best identify the terms your customers would use to search for your product, and 2. to legitimately build your site so that it's relevance as determined by the search engines enables it to appear within the top 10 results.

Easier said than done! And this is the crux as to why business owners hire SEO experts to assist them. In a majority of business cases, it is much more effective both in dollars and time to hire the experienced expertise with a proven background and results to deliver on complex projects than to learn from a book or by trial and error. In fact, most projects pay for themselves 10 times over within a couple of months if not less.

How much business are you missing out on because you are not on page one of the search engine results? Interestingly enough, we too have the tools so that we can give you a good idea of that answer....

Why do I need SEO?
The future of advertising and Marketing is now! A better question might be "Why don't I?". The goal of search engine optimization is to put your business at the top of the list for keyword searches that best match your customers and your business. So when the relevant keyword searches are performed, customers will see your site on page one of the results.

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