The Practice Of SEO, Or Search Engine Optimization' Has Become A Significant Part Of The Marketing Mix For Small And Medium Sized Organizations

The practice of SEO, or search engine optimization' has become an important element of the marketing mix for small and medium sized companies. Search engine optimization as well lies at the heart of all on-line SEO marketing and is essential for enhancing a company's visibility on the web. By optimizing their web presence for search engines, small and medium sized organisations can obtain returns which are much greater in proportion to the effort and time spent applying them. This is achieved by focusing on a set of goals meant to help organizations isolate and capitalize on particular segments of the market.

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In very simple terms, search engines work by providing users with outcomes related to their search 'queries' - strings of keywords that describe the content being searched for. Search engines display results based on two important elements: importance and popularity. These factors are derived from hundreds of individual criteria which are weighed and processed through proprietary algorithms. Search engine optimization seeks to modify these criteria in order to make sure that a website is attracting the right customers and that it appears high enough on the search engines results page ('SERP') that individuals actually click on it.

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New content is added to search engine databases by programmes called 'spiders', which constantly scour the web by using link structures. Websites that are well organized and engineered for accessibility would be indexed immediately and more thoroughly. Providing content descriptions and keywords for each page on your site through meta data is one useful way for making your content easier to find. 'Metadata' refers to descriptions which are embedded on the pages of a website and can only be read by machines. The majority of content management system systems would automatically generate metadata and usually also provide the option of adding additional tags and other custom content. A website's structure is as well a defining component of accessibility and can have a marked impact on search engine rankings. Shallow category hierarchies, which go no deeper than two levels and employ descriptive section headings, are usually considered as optimal from an Seo standpoint. Lastly, it is also important to ensure that all the pages on your site have links leading to them. 'Orphaned' pages can not be found by spiders unless they are connected to externally and therefore represent dead weight in SEO terms.

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Understanding keywords and how visitors are likely to search for the content on your site is another important aspect of Search engine optimization strategy. There are three unique categories of keywords which differ by length and by degree of specificity. The shortest and most general keywords are called 'head' terms. They also represent the most popular keywords in a particular market segment. Using on-line travel as an example, some highly common keywords might be 'cheap airfare', 'hotel airfare packages', 'book airfare' etc. The next category, called 'mid-tail' terms, are slightly more specific. Some examples, again from online travel, may be 'Kenya safari packages' or 'South Africa hunting.' The longest (and most particular) terms are called 'long-tail' keywords - they might be something like 'Patagonia to Antarctica cruise leaving from Ushuaia'. Of course the more specific the search terms, the fewer visits they are prone to generate. However traffic isn't everything. The more accurate mid and 'long-tail' keywords are often used by people who already have baseline familiarity with your product and are therefore more likely to purchase from or otherwise interact with your site. This is known as 'conversion' in web marketer's parlance.

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