Turn Web Content into Competitive Advantage
Search engines match words and phrases with lists of companies that provide the same information, product, or service.
The search engine’s algorithm compares your browsing habits and the habits of others to offer information and services relevant to what you are searching for.
Optimization means there are best practices to become successful — and these can change quickly.
SEO or SEM?
SEO creates organic (unpaid) search results. These organic listings appear on a search engine results page (SERP).
How these results are ranked is determined by how well a page is optimized for search.
SEM, or paid search, provide results that also appear in SERP. These are “Sponsored” results, meaning a company paid to have their ad appear on the page.
Businesses using paid search are charged a fee each time their ad is clicked. This is why they are often called pay-per-click (PPC) ads. The top of the SERP are usually sponsored ads.
How Optimization Works
Businesses research the best keywords and code them into the content of their Web pages.
There are two types: Front End and Back End.
Front-end content refers to what is seen on the Web page. Front-end content includes:
- Navigation labels
- Headings and body text
- Pictures and charts
- Web site links
Back-end content refers to how the Web page is coded. Back-end content includes:
- File names
- Meta data
- HTML tags
- Scripts and style sheets
Gain the Competitive Edge
Unlike paid advertising, which stops generating traffic once you stop spending money, the benefits of SEO can be long-lasting.
By consistently investing in SEO, you can continue to reap the rewards of higher search engine rankings and organic traffic over time.
This is why SEO has the highest Return on Investment (ROI) of any online marketing tool. You gain the upper hand by:
- Giving prospects what they’re are searching for.
- Gaining a window into you competitor’s online marketing.