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Search Engine Optimization (SEO) |
Search engine
optimization (SEO) is the expression used by Internet
marketers to describe the process by which webmasters
improve their search engine rankings to achieve two main
purposes: (1) increase the volume of their traffic and
(2) increase the quality of their traffic.
Why SEO Is Important for Webmasters?
Increased traffic means increased revenue.
Most websites receive the bulk of their traffic through
search engines. When people go online, they know
what they want, but don't necessarily know where to find
that information. Search engines connect us with
relevant information and thus save us time and
frustration.
As the Internet
continues to grow, it is becoming increasingly difficult
to make a place for oneself online. Search engines
are faced with millions of websites/ web pages on any
given subject. How to rank on the first page of
Google (or, in other words, how to beat out other
websites and get the attention of web surfers)?
This is the question that most SEO experts struggle with
on a daily basis as they try to maximize their clients'
exposure online.
Although
webmasters have the choice of driving traffic to their
websites through various means, such as
pay-per-click,
pay-per-action, or
pay-per-impression advertising, these
other options can be expensive (and represent recurring
costs). If a webmaster can rank high in search engines,
such as Google, Yahoo, or MSN, for popular keywords,
they get traffic for "free."
SEO is a means to get free
traffic.
The goodwill of most websites is heavily dependent on
the traffic they generate. Ranking high in search
engines is crucial to maintaining/ increasing the value
of a website’s goodwill.
SEO Put in Perspective
As already alluded to above, SEO is only one aspect of
how to market a website, albeit an important one.
Depending on the purpose of a website and its
relationship to traditional medias, there may be better
ways to promote it. That being said, the most effective
promotional campaigns normally use various methods to
reach their target audience. For online marketing,
SEO should be a constant concern. |
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Aaron Wall's SEO Book
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Increasing Quality of
Traffic Through Search Engine Optimization |
It is a mistake to
think that SEO is simply about increasing a website's
traffic. Traffic is not an end in itself, but
rather a means to an end. Traffic is an essential
element of online monetization. If we tie
"traffic" with "monetization," the ultimate goal is
really to get "quality traffic" in order to maximize
profits. As opposed to telling ourselves that we
should get traffic and monetize that traffic, we should
be telling ourselves that we should be getting quality
traffic and take the most out of that quality traffic.
Quality traffic
depends on your online business model. If your
purpose is to monetize your website with
pay-per-impression ads for instance, your goal will be
to get traffic from western countries in order to get a
higher payout. It would be useless for you to get
traffic from developing countries because most
advertisers do not target those parts of the world (yet)
and, even if they do, the payout is ridiculously low.
Another
example. If you want to sell a product, you want
to formulate your SEO strategy to reach people that will
want to buy your product. You will want to target
potential buyers. Even if you get less traffic,
will you care if you end up closing more sales?
Search engine
optimization should be undertaken with the ultimate goal
in mind and not "blindly." You don't want traffic
just for the sake of getting traffic. As for sales
in the real world, each visitor is your customer.
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