Search Engine Optimisation (Optimization if you're Stateside) or
SEO is a process by which internal and external aspects of a web
site are adjusted to gain high search engine returns on key word and
key phrase searches. Search returns are sometimes referred to as
organic or natural.
The majority of web traffic is driven by the major commercial search
engines: Google, Yahoo And MSN. Google attracts approximately 60% of
worldwide searches at 37 billion, with Yahoo (8.5 billion) and
Microsoft (2.2 billion). A number of country-specific search engine
companies have also become prominent in their own territories; for
example Baidu in China, Guruji in India, Yandex in Russia.
High placements invariably lead to sites receiving an increase in
traffic. 78% of users abandoning their search if the first 3 pages
don't provide an answer to their question high search engine
placements are essential. 28% don't even consider scrolling past the
2nd page of results. High traffic can be converted to revenue
through sales, advertising revenue, referrals, votes or whatever
call to action is invoked on landing pages. Smart, professional
Search Engine Optimisation yielding high organic returns (70% of
search engine users prefer organic search returns to sponsored links
or PPC) can deliver extremely powerful results.
Anyone promising "guaranteed top results", "submission to thousands
of search engines and directories", "instant results", "permanent
top positions" or such like, most likely doesn't know what they're
doing and are worth avoiding. It is impossible for anyone to
guarantee that your site number one placement unless they run the
search engine results or unless the top ranking is for a keyword or
key phrase that exists only on your site - a Googlewhack.
It's as much as anyone can do to prepare the way for high search
engine placing by using best business practices to put into place
the necessary conditions for success. Search Engine Optimisation is
a dynamic discipline with engines regularly adjusting algorithms and
external issues (over which you or your Search Engine Optimization
partner will have no influence whatsoever) coming into play - for
example, competitor optimisation techniques and the popularity and
search engine kudos of sites that link to yours.
Search Engine Optimisation is an inexact science with experienced
professionals like SEO-MAMA working hard to apply it as exactly as
possible. High search engine placement is a moving target. Absolute
guarantees are worthless in as much as yes, they can be given but
either the terms of the search optimisation applied will either be
so vague as to render the process worthless or so specific as to
render the Search Engine Optimisation worthless. Cast iron
guarantees do little more than illustrate a lack of Search Engine
Optimization professionalism and understanding by Search Engine
Optimisation practitioners and at worst deceive website owners in
handing over cash for unrealistic returns.
Professional and successful search optimisation is a
multi-disciplined process involving an astute combination of
professional skills. Copywriting, web design, web development,
marketing, advertising and analysis are all integral to a planned,
focused and well-executed Search Engine Optimisation project.
A solid starting point about Search Engine Optimization projects is
in defining the words and phrases necessary to attract relevant
visitors to your site - your semantic space and the foundation of