Search Engine Optmization or SEO, is the practice of increasing the visibility of a website without paying for the results. This is also called organic results. This is an increasingly popular activity for online content as more and more businesses are represented online and each of those need to create an online visibility for their brand. SEO use a variety of activities to influence search engine rankings. These could include:
- Understanding search engines (you’ve probably heard your SEO partner mention something like the ‘Google Algorithm’)
- Considering what the original search term was
- Typical search terms used on search engines
- Rewriting online content to include specific keywords
- Creating a variety of back links (also called link building)
Link building creates a strategic referring network of links that refer to your website. Simplistically stated, creating a strong network creates strong result.
Nick Stamoulis of Brick Marketing‘s blog (Search Engine Optimization Journal) posted the following article. According to the article, you should remember not to put all your SEO links in one basket. In other words, don’t concentrate all your efforts in one area. He uses the example of Facebook – although this one site allows you multiple opportunities to redirect virtual feet to your site, this is not the wisest practice. Use multiple departure points (online sites OR offline marketing material) to lead to one destination (i.e. your company website).
SEO is an exciting practice that is multifaceted and constantly evolving – it challenges our content and our strategies. Remember though to build honest link-networks and avoid the frowned-upon activities of deception. Happy linking!