Search engine optimization, also known as SEO, is a technique used to get more and better hits to a specific website through matches on a search engine. This is not the same as SEM (search engine marketing.) SEM is the process of paying to have a website placed directly on a search engine’s results page.

Successfully optimizing search engine results is crucial for many small to mid-sized companies. SEO is an effective means for companies to implement the branding of its name, products, or services. The objective is to have whatever is being branded come as close to the top of the search engine’s result page as possible. Company or product/service standing on the result page can lead to the building of brand recognition.

‘Push’ marketing strategies like TV and radio ads and billboards are becoming less popular as the ‘pull’ campaigns are growing in popularity. This is because businesses are realizing that money is being spent to get the message out to people who may or may not be interested. SEO ‘pulls’ in a consumer who has already expressed some interest in your product or service by performing the internet search.

Keyword selection that distinguishes your site is critical to SEO success. Keywords are the words or phrases on your website that establish in which category your site will be listed under in search engines. If you fail to do the necessary research on effectively selecting key words and phrases, it will result in your company missing out on considerable shares of potential web traffic.

Where on your website you place the keywords is also pivotal. The more places you stick these keywords on your site, the better the chances are that your company’s site will be a search match. Good locations for the words are above the logo, within headline and subtitles and in informational paragraphs.

Optimizing the results internet users get from their searches is one piece of the success puzzle. Once consumers reach your website, it is vital that they find a user-friendly, convenient site.

Search engine optimization or SEO is the process of boosting the number and/or quality of internet visits on a particular website via a search engine. Search engine optimization should not be confused with SEM or search engine marketing.