SEO is Central to Your Digital Marketing Strategy *

Why Search Optimization is Vital


What is Search Engine Optimization (SEO)?


Search Engine Optimization (SEO) determines the amount of online visibility which your website or a web page will garner in an organic search results.  An organic search engine response is different than the paid results getting higher placement because a fee was paid to obtain a higher search ranking.


Search Engine Optimization (SEO) determines the amount of online visibility which your website or a web page will garner in an organic search results

Higher is Better in Search Results


The higher you are ranked on the search results page, the better it is for your website or a web page.  The frequency of a website’s appearances in the search results list is also a vital statistic.  Appearing with several results is a crucial factor in determining the visibility of a web site.  

For a website, the more search appearances near the top of a search the better.  More appearances at the top of a search should translate into more visits your website will receive from the search engine’s users.  The goal is to have as many visitors as possible, hopefully some of these visitors can then be converted into customers.



Targeted Searches Are Varied


SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.

A vertical search engine is different from a general internet search engine, because it focuses on a specific segment of online content.   An example of a vertical search engine would be the Library of Congress search which is specifically designed to retrieve documents from the national archives.


Global SEO is the Broadest Type of Search Optimization


SEO differs from local search optimization, local search is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services.  SEO instead is focused on national or international searches.

Local SEO however, is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when users enter local searches for its products or services.

Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search.



Search Algorithms Control Search Results


As part of a Internet Digital Marketing Strategy, SEO considers how search engines work.  The prime factor in the workings of a search engine are the computer programmed algorithms which control search engine behavior and the results returned from a search.

It is the search algorithm which determines the results garnered from a specific search.  The algorithm examines what people search for and the search terms or keywords that are typed into the search engine, and decides what is returned as search results.  

The algorithm also determines the order or ranking of the returned results with the goal to appear as high as possible in the search results.


Website Promotion is Vital to Your Success


Promoting a web site or web page is done to increase the number of backlinks, or inbound links, is another SEO tactic.

A backlink is a link from another web resource (the referrer) to your website (the referent).  A web resource could be a website, web page or a web directory.  

When a website is indexed, the search engine examines and scores the sites content.  It also looks at and follows any links from a website to other sites and scores these links and the backlinks from other sites for their importance and relevance.


Website Optimization is Crucial to Your SEO Success


Optimizing a website involves editing your sites content to both increase its relevance to specific keywords and to remove barriers to the web indexing of your content by the search engine.

Web indexing or Internet indexing refers how a search engine reviews the content of a website or a specific web page.  This review enables the search engine to make a website or web page part of the results returned during a web search depending upon the specific keywords used for the search.


Mobile Search has Grown in Importance


Mobile search is a rapidly growing component of web searches that is centered on mobile platforms and mobile phones.  Web search abilities in a mobile form allows users to find website content available to mobile devices on mobile networks.  

As this happens mobile content shows a shift toward mobile multimedia.  Mobile search is not just a shift of PC web search to mobile equipment, but is experiencing a treelike branching into specialized segments of mobile broadband and mobile content, both of which are rapidly evolving.


Mobile Search is Tops With Google


By 2015 mobile search had surpassed all other search types with it becoming a key consideration in the development of search capacity moving into the future.  Because of this shift toward mobile search, many brands are beginning to take a different approach to their Internet digital marketing strategies.

The shift toward mobile search capabilities has also caused a rethinking of website design and function moving into the future.


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