Search engine optimization is vital to the success of a website
but unfortunately, it is a very confusing thing for new website
owners. Many feel like they can strike out on their own without
using professional search engine optimization services while
others feel that search engine optimization is best left to the
experts. While SEO is not easy and techniques for getting top-ranking are ever changing, an ongoing commitment to learning about search engine optimization will save you time and money as well as improving the performance of your website.
Achieving top ranking in the search engines through effective
search engine optimization is like free advertising. It is the
most logical way to drive loads of traffic to your website.
Traffic combined with good sales copy and a quick loading website
converts browsers to buyers and can skyrocket your sales.
The majority of people that visit a website find the website in
the search engines. Moreover, they usually don’t browse past the
first two pages in the search results. So using search engine
optimization to get top-ranking in the major search engines is
vastly important if you desire the amazing amounts of traffic
that the search engines can direct to your website.
A major misconception about search engine optimization is that
the alternative to it is to buy your way to the top of the search
engines through pay-per-click advertising. There are some
definite advantages to pay-per-click advertising because it is
easier to achieve and maintain a top position in the search
engines. Also, with pay-per-click advertising you only pay for
click-throughs and you can get listed quickly. But, it can be
costly if you fail to manage your pay-per-click campaigns
aggressively and consistently.
The biggest mistake that website operators make in using the pay-
per-click search engine services over search engine optimization
is not considering the value of each website visitor. Because you
are paying for every click to your website it is vital that your
maximum bid for the keyword does not exceed the value of the
click. Without adequate attention to that factor, your pay-per-
click advertising costs can eat up your precious advertising
funds rather quickly.
For search engine optimization to work and to work consistently,
your website has to be submitted to the search engines initially
and resubmitted periodically. You need to monitor the
effectiveness of your search engine optimization and maintain it.
This is necessary because the search engine indexing rules change
frequently and such changes can cause your site to move down in
ranking without ongoing search engine optimization efforts.
This is an important consideration if you choose to use a search
engine optimization company rather than doing your own search
engine optimization. Some offer one time services while others
offer ongoing maintenance. Unless you learn to retain your search
engine position on your own through continued search engine
optimization, you will need ongoing monitoring and maintenance
Search engines use algorithms to rank websites. Algorithms are
simply their rules for determining relevance of a website’s
content to a browser’s search. Because the search engine’s
purpose is to serve those looking for information, their
algorithms are closely held trade secrets and aren’t made
available to those aiming at search engine optimization. This is
what complicates the process of search engine optimization as
much of it must be accomplished through trial and error.
There are a couple of things that seem to remain consistent in
search engine optimization techniques. Those are the use of
keywords and keyword phrases and obtaining link popularity with
relevant links coming into your website. The main advantage of
search engine optimization, naturally, is that having a top-
ranked site in the major search engines is effective, free
advertising. The disadvantages are that it may take several weeks
after you submit your site for the search engines to index it and
ongoing maintenance is required to ensure that your search engine
optimization efforts achieve the results you desire.