Search Engine Optimization As A Marketing Strategy

By Zaithyn Galter Published 10/23/2007 | Marketing

SEO or search engine optimization is one of the most commonly used methods to increase the volume and the quality of the traffic to a website.  Using relevant content, internal linking, and incoming links from outside the website, potentially any search engine can index a website for terms your company finds important so your website will appear in the natural search results of a search engine results page (SERP) and thus, is an important weapon for Internet marketing.

There are many criteria search engines use to rank websites, and not all search engines put the same weight on each criteria.  Generally, the earlier the websites domain has been active, the more likely that the page rank will be higher. Also, text links within the website using the keyword phrases you find important are also good tools to use.  SEO can work in a number of different ways besides just showing up in search engine results.  It can also be used to guide the writing and placement of your content, as search engines that find your content useful from their point of view has a better chance of being useful from the visitors point of view.

SEO can also stand for search engine optimizers, which refers to the people who work as consultants to perform search engine optimization. Search engine optimizers can work as a sole service provider as well as a part of a whole marketing team. SEO techniques can be a part of the designing and development of the website as sometimes, it may require some changes in the HTML codes of the website. Some of the basic components of SEO are web designs, menus, content management systems and shopping carts, because these can be optimized easily.

Top ranking of a website in more than one search engines does not mean more sales for the websites.  The technique only works in conjunction with clearly defined goals for what visitors will do when they come to the site.  In other words, your website must have a clear call to action.  Therefore, a business that is mainly depended on search engine traffic can suffer a lot if there is not an accompanying website designed to engage the visitors upon arrival.  As a part of Internet marketing strategy, SEO increases a site's traffic so your message gets out there.  Your job is to also makes sure you have a clear message when the visitors find you.

Mark B. York is the CEO of Vertical Warfare, Inc. an Internet Marketing and Search Engine Optimization Company located on Long Island, N.Y.

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