SEO As An Effective Marketing Tool - By: Dominic Donaldson

You've got a product that everyone needs. You're the only person offering such a product and you know everything there is to know about it. You've set up a website that is user friendly and looks fantastic and now all you have to do is wait for the money to start rolling in. You can't lose. Can you?

It's all very well having a great idea or something that people need and will improve their lives but without the right exposure how will anyone ever know? Getting the right exposure, especially online, is essential to success. The best, most effective, route to getting your product the exposure it deserves is through Search Engine Optimization, or SEO.

SEO is the process of improving the profile of your website online and ensuring that the volume of traffic and the quality of that traffic does justice to the site you have created and the product or service you are selling. SEO raises your profile on the internet through listing on search engines like Google.

If a potential customer is searching the web for a particular product they will, more often than not, choose to begin their search using a search engine. The search engine will present them with a list of web sites and web pages connected to the phrase they have searched for and from there it is down to the customer to look for a website appropriate to what they are looking for. Sounds simple doesn't it? Well it is, to a degree. But as with most simple things there is a lot going on beneath the surface.

Sometimes a search engine list will run into thousands, even millions of pages, a potential customer presented with such a list will rarely look beyond the first few pages of links and addresses. Presented with a million choices it's obvious that whichever site is at the top of the list will receive more traffic than the one in position million, which will probably only ever be viewed by the person who built it! With that being the case it is imperative that your page is somewhere near the top of the list. This is what SEO aims to achieve.

SEO works by targeting search engines and providing them with as much relevant information as possible. By providing the search engines with the best possible information, in relation to specific searches, then a website becomes more interesting to the search engines and moves up the list.

Search engines employ spiders; pieces of software that continually trawl the web looking for information. On the strength of this information search engines like Google produce search results and lists. These spiders are looking for HTML coding to tell them everything they need to know so SEO targets this area of web design and aims to make the best possible use of the HTML used in a website.

SEO is best employed from the ground up. In other words it is most effective if it is taken on boards by designers when they are initially creating a page or site but it is not essential. Any website can employ SEO techniques at any time to improve its profile.
One of the most effective techniques used by SEO companies is to target keywords and phrases. The more a word or phrase is used by people in searches the more impact it will have on a search. SEO identifies these popular search words and includes them in the HTML code of a website. When a spider finds the site and recognizes these popular words in the code the site is given precedence over sites that do not have the information and it moves up the listings.

As an effective marketing strategy SEO is very effective. Research has shown that sites placed near the top of a list are more successful than those placed lower down. More people visit them. If you can get more people looking at your product then more people will buy it.

About the Author

Dominic Donaldson is an expert in the search engine optimisation industry. Find out more about SEO and internet marketing.

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