Skip to content

SEO – Search Engine Optimization

Turn Web Content into your Competitive Advantage

SEO Search Engine Optimization (photo)

What is SEO?

Search Engine Optimization means adding key words and phrases to your Web page that are of interest to prospective visitors.

Search engines match words and phrases with lists of companies that provide the same information, product, or service.

Optimization means there are best practices for this process — and there are.

These best practices are the rules for success. Follow the rules and you will enjoy the benefits of being found by search.


SEO creates organic (unpaid) search results. These organic listings appear on a search engine results page (SERP). This is because the search engine’s algorithm has determined by your browsing habits (and the habits of millions of others) that they are relevant to what you are searching for.

SEM, or paid search, provide results that also appear in SERP but these are “Sponsored” or identified as an ad. 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.

How to Optimize Web Page Content

Savvy businesses research the best keywords and code them into the content of their Web pages.

There are two types of Web page content:

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

Keyword research provides ideas for new Web page content that will attract prospects.

You gain the upper hand by:

  • Giving prospects what they’re are searching for.
  • Gaining a window into you competitor’s online marketing.

Your competitive edge lies in finding trends in keywords and matching your content to prospect’s needs.