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Search Engine Optimization

What is SEO?

Search engine optimization (SEO) is the art and science of improving the structure, content and linking of a Web site in order to obtain top rankings in the natural (organic) listings in the major search engines such as Google, Yahoo and MSN.

Why is SEO Important?

Your current customers are looking for your product or service offering in major search engines such as Google and Yahoo. The question is are you there to answer the call?  In addition to the obvious results seen on sales, market-share and brand name awareness are affected by your presence on the search engines or lack thereof.

78% of all customers view organic listings first on search engine results pages (over paid ads).

 84% of searchers associate a leading brand with top organic (natural) listings on a major search engine.  —MarketingSherpa Search Marketing Guide 2005

How SEO Improves Business

Every Web site should be leveraged to its full potential, and that means making sure all of your content is found by the major search engines.  Only 13% of Fortune 500 companies have properly optimized their site. 

How many ways can you spell opportunity? SEO opportunity is seen in three main areas of business: marketing, advertising and sales. 

  • Brand Awareness: Marketing. If you are not seen at the top of the listings or results in the major engines like Google, potential customers who are searching will not associate you with a top brand or market leader.  Think of search as the always open, ultimate World Wide Tradeshow; you still spend money on tradeshows right?
  • Reduce Cost: Advertising.  Most marketers pay quite a bit of money on “pay per click” marketing as well as other traditional advertisements.  Organic Search traffic converts at a higher rate and cost significantly less, making SEO traffic  almost always the highest in terms of marketing ROI.
  • Conversion Rate: Sales.  Whether you are selling a one million dollar service or $2 product, the sales cycle typically includes online search.

Where to Start

Start with a Site SEO Diagnostic Audit.  Understand the strengths, weaknesses, opportunities and threats (SWOT) that your Web site faces. A prioritized list of on-site, off-site and site wide changes will be provided, in addition to a feasibility review of what it will take to have a chance for top rankings in your industry.