What is SEO?
In order to have an understanding of SEO, we need to know what is SEO, and do I need it?
SEO stands for Search Engine Optimization, which is the process of creating or transforming websites to conform to the best practices that will allow a website to rank highly on search engines for it’s selected keywords. This is both a science and a bit of an art.
SEO consists of two main components:
On site optimization, which includes title tags, topic and keyword selection, keyword density, internal linking structure, subtitles, URL configuration, and domain name selection.
Off site optimization, which includes backlink building, external linking structure, networking, and brand building/reputation management.
These are just a few of the factors that go into Search Engine Optimization. Although there is a bit of a shroud of mystery over just what the secret formula (algorithm) Google and other search engines use, there is still enough information to layout some basic SEO strategies. There has also been extensive testing of what does and doesn’t work, also contributing to a good knowledge base for what works and what doesn’t.
Do you need SEO?
Most likely, it will be to your benefit to either understand search engine optimization, or hire someone who does. Search engine optimization will allow you to rank highly in search engines. Since most people find what they are looking for on the internet by using a search engine (Mostly Google), you will receive a bulk of the traffic for a long term by having a good SEO strategy.
You could simply buy PPC (pay per click) or banner advertising to drive traffic, but when the ad campaign is over, so is your traffic. SEO keeps you ranked for a much longer term. Additionally, it can reflect poorly on your brand if your brand is outranked for it’s own brand name. Can you imaging if Nike couldn’t rank on the first two pages of Google for it’s own name? It simply would not be good reputation management. Worse would be if Nike were outranked by an anti-Nike website. How’s that for poor reputation management?
So I would say that if you are a webmaster, it is very important to employ good SEO strategies. On this site, I will discuss the basics of search engine optimization, as well as the many facets that flow from owning and managing a successful website.