The Basics of Search Engine Optimization
If you are a business owner or small business marketing professional, you probably have heard of SEO or search engine optimization. There’s a lot of mystery, poor information and misunderstanding surrounding SEO and the role it plays in search engine marketing for small business.
If your business operates on the web, wants to operate on the web, or could benefit from operating on the web, you should be aware of search engine optimization. Let’s face it, most people begin researching buying decisions online – and an ever-increasing number make the purchasing decision online. That starts with a search engine, and that search engine is usually Google.
Search Engine Optimization is the process of developing and maintaining a website so that it has the optimal chance to rank highly for a keyword search on a search engine. And Search Engine Optimization can be a very profitable segment of your small business internet marketing strategy.
There are two main areas for search engine optimization – on-page elements and off-page elements. We’ll cover these in more detail later, but here’s a brief description.
Essentially, On Page Search Engine Optimization elements are those within your control – it’s the content, keyword selection, website structure, programming language, etc. of your website. On-page elements are simply that, all the elements that go into the development of your website pages.
Off Page Search Engine Optimization are factors about your website’s pages that you cannot, or are more difficult, to control than on page elements. Off-page factors include things like which websites link to your website, how many links you have, the quality and relevance of the websites that link to your pages, etc. It is how your website is perceived on the web, sort of like your website’s Q Rating – a metric of how many people know you and the importance of those that know you. To give a sports related example, Michael Jordan and Tiger Woods top the list for “sports” Q Ratings – at least in 2009.
It is also helpful to understand how a search engine functions and how to design your website so it performs effectively for both your website’s users and search engines. Visit the SEO Introduction page for more detail on this and other seo basics. Contact Marketing Practicality to learn how search engine marketing and search engine optimization – SEO, can deliver one of the most profitable segments of your small business marketing strategy.
You can learn more about Marketing Practicality’s search engine optimization services here.
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