Search Engine Optimization or SEO is the art and science of designing web content to achieve a higher position in search engine results. The computer users of today depend on Google, Bing and other search engines to find the information, products and services they need and want. A good position in search results can make the difference between making and losing a sale.
With SEO being so essential, it is no surprise that there are many companies out there claiming that they have the secret formula to open the door to your top search engine rankings. For instance, if a search engine optimization consultant tells you that they can guarantee improved results in two months, they are probably trying to scam you! With all the misinformation, it is essential to know what is true about SEO.
What is Search Engine Optimization?
- A Magic Formula to Game the System
- A Guarantee of Increased Traffic
- A Quick Solution to Gaining Sales
Like most search engines, Google uses a complex method called an algorithm to determine search results. These algorithms take dozens of factors into account when producing results. No search engine optimization consultant can claim to fully understand the system. Actually, no one outside of the software developers themselves truly understand the process. In fact, there is actually a war of sorts between search providers and marketers; marketing teams are constantly searching for ways to improve rankings while the providers are struggling to keep offering relevant results to users. Google earns millions of dollars every year by providing these results and targeted advertisements; they have an enormous stake in countering the efforts of the marketers.
There are two primary methods of SEO. The inclusion of keywords that users might search for is a primitive method of improving search engine ranking. Many supposed optimization methods are little more than including hundreds of possible keywords in text that is hidden from view. Another popular method is to add links to hundreds or thousands of other websites. Methods like these offer no value to users and may even make your ranking drop!
The techniques currently used for Search Engine Optimization are not logical or reliable. Rather than being an instant fix for gaining sales, SEO is just one helpful part of an overall marketing strategy. A search engine optimization consultant might tell you many things, but they will not tell you the whole story. The purpose of marketing is to develop new leads for your business; the best way to do this is to communicate clearly and honestly with customers while offering them the products that meet their needs.