If you are already running an Internet marketing campaign or are about to start an Internet marketing campaign then there is one concept you cannot afford to skip, is search engine optimization (SEO). SEO is one of the most popular things in the Internet marketing but unfortunately most Internet marketers simply do not know enough about SEO to make it work for them. Even those who are knowledgeable about SEO may have difficulty in executing their SEO strategies to produce the desired effect.
Advertising is a very important part of running any type of business. You need to advertise to reach out towards new customers and market your products or services. Whether you run your business online or not, you probably already have figured it out how important it is to advertise but if you are running your business online you should understand there is a great deal of free advertising available in the form of optimal search engine rankings.
If you have a website then in order for it to appear on search engine results when someone types in a search phrase or keyword the search engine would have to obtain information about your site in order to determine its relevance to the search phrase or keyword used for a search. The search engine achieves this by crawling the website which requires attempts to visit every link (page) and store the information (content) into a cache (this is a local storage area the search engine uses so it can quickly search it each time it receives a search request). It also stores each link that it has successfully crawled and just like a book, it creates an ‘index’ of your website. This is one of the many functions the search engine performs. Once it has all the data of a website, it must be able to determine the relevance of this data to any search phrase or keyword it receives. It would not be a good search engine if you typed in pet clinics in London and received results for car mechanics in Manchester.
Search engines therefore use very complex computer programs called algorithms to determine how relevant content is that they have stored and the more relevant the content then the higher the ranking that content will receive from the search engine. So hopefully it can be seen that it is important that your website contains relevant content according to its purpose and that the content is written to reflect the expertise in the subject matter. Your website must also be accessible to the search engines and this can be taken care of by your web developer or whomever your hiring to get search engine rankings.
Be careful however, when choosing a SEO expert and try to totally avoid any guarantee of top ranking results or fast results as this is not how SEO works anymore. It is also a good idea to not obsess about SEO, get an understanding of how well your site performs in terms of SEO but do not spend too much resources to bring people to your site.