Search Engine Optimization, or SEO, while still unfamiliar to many outside the online marketing industry, is rapidly approaching a level of importance that could rival television commercials. Its reach is vast, as it has a direct effect on what results are seen on search engines. It’s not difficult to see how status as one of the first results on a search engine result page or SERP is a coveted position. Research shows that over ninety percent of adults who use the internet run at least one search a day; more than half of business to business marketers view SEO as having the greatest influence on the generation of leads; and, 65 percent of mobile Internet users use their devices to search for local businesses when looking to make a purchase. Visibility in searches is critical to business growth.
Fortunately, that visibility doesn’t have to be left to chance. Google, the world’s most popular search engine, uses its PageRank algorithm, named for Google cofounder Larry Page, to rank results according to relevance. The PageRank algorithm, previously housed on ten 4 GB hard drives in a LEGO brick case, determines relevance by looking for the number of indexed pages of high importance that link back to the original site of a potential result. Though it is in fact infinitely more complicated, in its most basic form search engine optimization refers to the intentional creation of linkbacks in order to boost a site’s SERPs.
The average small business owner does not usually have the time to generate linkbacks and relevant, quality content on their own, though. Even online marketing firms are usually unable to dedicate their time and energy to SEO. Instead, there are companies entirely dedicated to search engine optimization. These companies employ content writers and editors who write content for sites that have purchased SEO services. This content, in order to be ranked highly by Google, must strike a balance between being of high quality and being rich with the keywords that users are most likely to enter when running a search that might include the site.
These SEO companies will often resell search engine optimization through online marketing companies, not requiring any acknowledgment to clients. These SEO resellers market the search engine optimization services as their own, though they really outsource all SEO to dedicated companies and limit their participation to helping the client communicate with the SEO provider. Regardless, the existence of dedicated SEO companies helps to ensure that adequate time and attention is being given to the boosting of search engine rankings.
It is hardly surprising that SEO has become a buzzword in the tech industry virtually over night. As the Internet becomes the new marketplace, it is only logical that new marketing techniques will follow. Search engine optimization is just one of the most basic ways for promoting online visibility.