What is Search Engine Optimization (SEO)?
Search Engine Optimization (SEO) is the practice of optimizing one’s website to improve its rankings on major search engines (primarily Google and Bing). The traffic resulting from effective SEO is often referred to as “organic” or “natural” traffic, as opposed to the “paid” traffic generated from buying clicks through Pay-Per-Click advertising. While PPC advertising can drive instant results at a cost, SEO pays great dividends in the long-term in the form of free traffic.
How Does SEO Work?
Anyone with a website can relate to the need to drive more visitors to their website, without paying for every click. While the investment for SEO may not provide an instant return, having a well optimized site can significantly reduce your marketing investment over time. From lead generation and eCommerce, to driving general brand awareness, great SEO helps Google and Bing connect the right searches to your content.
The Value of SEO
Organic / Free Traffic
Unlike paid advertising, the visits resulting from SEO efforts are free. The costs associated with SEO are driven by labor put into improving the website versus paying for the traffic itself.
High Quality Visitors
Search engines are judged by how effectively they tie website content to user searches. The visitors that result from organic searches are generally seeking the content the search engine has provided – hopefully your content.
Just as with PPC, effective SEO involves tracking many web metrics and systematically improving them over time. Associated costs are very traceable and return on investment is fairly easy to get to.