SEO Basics

What is Search Engine Optimization (SEO)?

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
SEO isn't just about building search engine-friendly websites. It's about making your site better for people too. 

Why can't the search engines figure out my site without SEO?

Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.
In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

Can I do SEO for myself?

The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including in guides like this. Combine this with a little practice and you are well on your way to becoming a guru.
Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach.
In any case, it's good to have a firm grasp of the core concepts.

Search Engine Optimization Made Easy

Search engine optimization (SEO) is the art and science of publishing and marketing information that ranks well in search engines like Google, Yahoo! Search, and Microsoft Bing. If you run into any new jargon while reading this article, consider looking up their definitions using the Search Engine Marketing Glossary.
By default, many search engines show only 10 results per page.  Most searchers tend to click on the top few results. If you rank at the top of the Search Engine Results Page (SERP), business is good, but if you are on the second or third page you might only get 1% of the search traffic that the top ranked site gets.
The two most powerful aspects of search engine marketing are:
  • users type what they want to find into search boxes, making search engines the most precisely targeted marketing medium in the history of the world
  • once you gain traction in the search results the incremental costs of gaining additional exposure are negligible when compared with the potential rewards, allowing individuals and small businesses to compete with (and perhaps eventually become) large corporations.
  • While many people consider SEO to be complicated, I believe that SEO is nothing but an extension of traditional marketing. Search engine optimization consists of 9 main steps:
    1. market research
    2. keyword research
    3. on-page optimization
    4. site structure
    5. link building
    6. brand building
    7. viral marketing
    8. adjusting
    9. staying up to date

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