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Search Engine Optimization

October 27, 2011

Search engine optimization (SEO) is an integral part of any company’s online marketing efforts. SEO can be defined as the process of improving a websites visibility in search engine results. This is necessary because generally the higher up on a search results list an item is, the more likely it is to be visited. There are several different types of search engine optimization including academic search,  news search and industry specific search. In this instance I will be talking about optimizing for consumers searching for a company, brand or product.

In terms of internet marketing strategy, SEO considers how people search for things on the internet. The word and phrases that people actually type into search engines is what marketers need to know. They also need to know what search engines are used by their prospective customers and what customers associate their business with. Even if the searched terms are not found in your text it is important to include them as keywords. Google Trends is a helpful site that allows for users to search for what search terms are currently trending.

Therefore, it is important to make sure that the keywords that customers are typing into search engines relate to what is found on your website. Optimizing a website could involve editing its content or code to increase its relevance to specific keywords and to remove the barriers to the indexing activities of search engines. Search engines often use “crawlers” or indexing activities to create their search results. Google has its Google Webmaster Tools, which can be used to make sure that all pages on a website are able to be found by search engine crawlers.

There are tools that can be used, such as Google AdWords: Keywords Tool, that can be used to look at text, a website or just a general topic and suggest keywords that would be effective in attracting visitors.

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