Search Engine Optimization
It’s All About Relative Content
Search Engine Optimization, also known as SEO, is the method by which businesses can improve the volume and quality of traffic to their website from the search engines through "natural", or "organic", search results. Natural search results are those listings that appear in the center of the search results page. These differ significantly from the paid advertising, known as sponsored search results, in which higher positions are awarded based on how much a company is willing to pay for a particular keyword.
For natural search results, search engines do not accept any amount of money to influence the positioning of a given website. Instead, search engines attempt to list the results starting with the most authoritative, relevant websites for the search query. However, this is an extraordinarily complex algorithm, taking into account hundreds of variables on millions of web pages and returning the results in fractions of a second. The algorithms take into consideration the content on the page, the depth of content on the domain, the meta tags and titles, the age of the site, the number and nature of inbound links, the frequency of updates to the site and dozens of other factors. Google claims that it ranks sites using more than 200 signals. The sheer volume of factors and the continuous tinkering the search engines do to their ranking algorithms to improve the relevance of the results, makes search engine optimization a complex undertaking. It requires a diverse set of skills and a deep understanding of the main factors that come into play in the ranking process.
55% of companies expected to spend
more on SEO in 2013 than in 2012
Search Engine Optimization as a marketing strategy aims to increase a site's relevance by examining how algorithms work and figuring out what exactly people are searching for. It encompasses both website development and design. On one side, SEO may include enhancing a site's coding, meta tags, organization and overall structure in order to fix any problems that could potentially prevent search engines from fully indexing (also known as "spidering") the site. On the other side, SEO may entail adding unique content to a site that is more easily indexed by search engine "robots". In the simplest of terms, the overall goal of search engine optimization is to make your site more "search engine friendly". However, SEO as a service has now expanded significantly to include a wide range of additional strategies including link building, custom blog design, XML and HTML sitemaps, internal link structuring, website audits and many others
Search Engine Optimization is perhaps one of the most rewarding, yet misunderstood, online marketing challenges. The reward is powerfully seductive; high rankings in the organic search results can be worth a fortune since there is no ongoing cost associated with the ranking itself or the traffic driven to your site. However, the road to achieving these rankings is different for every site and for every keyword, the process is slow and the results impossible to predict. That said, a search engine optimization campaign is an integral piece of the Internet marketing puzzle, and combined with powerful and efficient PPC management composes Wpromote's Integrated Search Solution.
Wpromote approaches each SEO campaign with a two-pronged attack. First, we seek to remove any barrier to the search engine's analysis of the relevance of your site to your primary keywords. This may include remedying bad internal linking structure, removing content from flash or images, customizing meta tags and improving URL structure, among other factors. After these barriers have been removed, we look to increase your site's relevance in the eyes of the search engines. We achieve this by adding significant amounts of content to your site, establishing high quality inbound links, implementing blogs and social bookmarking, and writing and distributing press releases to make it an authority in your industry. Exactly which components used will be used depends on the needs of your specific SEO campaign, your budget and what will be of most benefit in meeting your goals. We understand that every SEO campaign is different and that is why we aim to design an Integrated Search Solution that fits each client's needs.
To learn more about Wpromote’s search engine marketing solutions, request a consultation or give us a ring today!
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