Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or " algorithmic ") search results for targeted keywords . Usually, the earlier a site is presented in the search results or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of search, including image search , local search , and industry-specific vertical search engines.
SEO in Lay Person’s Terms Crawlability / Optimized Code Internal Link Structure Link Popularity / Relevance Key Factors Content Relevance The process of improving web pages so they rank higher in search engines for your targeted keywords.
Search engines are mass media
The top three search engines reach 100 Million people monthly 1
63% of US Adults use search engines daily 2
1. Comscore Media Metrix, November 2005 2. Pew Internet & American Life Project, 2005
No other media allows advertisers to respond to a potential customer’s needs at the precise moment of need.
The majority of clicks (~ 70%) are going to Organic listings.
SEO provides a high ROI (e.g. free traffic).
Users trust the natural results to be more relevant to their search query.
Marketers rate search effectiveness higher than other online media.
Increase overall site traffic with qualified, relevant visitors.
Everything is measurable - down to the keyword.
Benefits of SEO
$4 billion spent on search engine marketing in 2004 1
$5.5 billion will be spent on search advertising in 2009 2
Search spending projected annual growth rate is 23% 3
Marketers continue to adopt Search 1. SEMPO, December 2004 2. JupiterResearch, December 2004 3. SG Cowen, December 2005
Proactive SEO is critical because:
Websites are continually updating and changing
Search engine spiders and algorithms are continually updating
Competitors are continually optimizing their sites and ranking
Popular keywords with extreme competition require ~ 12 months of aggressive SEO to obtain desirable listings