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Beginner’s Track: Search Engine OptimizationWhat is it? Search Engine Optimization or SEO is the “science” of altering a website so that it will rank within the top 30 positions of search engine listings for chosen key phrases. SEO got its start as a web marketing strategy in the mid 90s when designers and optimizers would place popularly searched phrases into the Meta key word tag and watch their sites rise to the top of engines like AltaVista for those words, even though the site’s content didn’t reflect the phrases used in the tags. Search engines quickly put a stop to this practice by refining their algorithms to be more complex, but search optimizers stayed up with the changes and continued to modify websites to rank well online. This practice has led to today’s SEO tactics, which no longer focus on “tricking” engines to help a site do well for popular phrases, but instead research and then target well searched phrases within an industry and help websites with related content do well online for those relevant phrases. Why get involved? There are over 500 million documented searches done per day online. The online audience is vast, diverse, willing to spend money, and performing searches every day online for products and services they need. So the question is, honestly, why wouldn’t you get involved with web marketing? Not pursuing an SEO marketing strategy means missing a huge audience of potential customers. And the news gets even better. Search marketing is still one of the least expensive web marketing tactics available -- typically with a much lower cost per lead or sale rate than Radio, TV, and Print advertising. And best of all, every dollar put towards search marketing can be quantified with the thorough lead tracking software available on the market. You can know what phrase a lead typed into what search engine before clicking through to your website. Then you can know the exact path that person took through the site, how long they stayed on the site, and what they bought. Finally, you can track that same person’s activity on the site for months to come – knowing when they next returned, how much they spent on return visits, and if you capture that person’s information, you can directly market to them when they return to the site (think Amazon). How do I start? Take the time to do what you’re doing right now – read about the industry. Find out the basics of how SEO strategy works and educate yourself about the industry. Once you know what kinds of things an SEO company might do for you, then you can decide whether to pursue a campaign in house or outsource it. And if you decide to outsource the service, knowing all you do about the industry will help you make an educated decision about who to hire. Click here for more detailed Search Engine Optimization information. | ||||||
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