Search engines have become a trusted resource for people looking to find information, educate themselves, research and evaluate purchase decisions. According to Pew Research, 78 percent of internet users research a product or service online before buying it, and 71 percent buy products online. Considering that Internet users constitute an audience of an estimated 203 million people in the U.S. alone, that's an audience too big for your business to ignore.
Search Engine Optimization (SEO) is the practice of optimizing the content and structure of Web sites so that they can be more easily indexed and ranked by search engines for particular keywords, keyword phrases and page content. Search engines use tools known as "bots" or "spiders" to search the Internet and gather information (indexing) regarding the content available. They then utilize complex calculations, known as algorithms, to determine the most relevant pages for any particular words or phrases (keywords, or keyterms) that people may be searching for online.
There are three major search engines that are considered "top tier" search engines: Google, Yahoo, MSN/Live Search. There are also hundreds of less-commonly used "second tier" search engines, including LookSmart, AltaVista (powered by Yahoo), and Netscape (also powered by Google).
The Synergistic Web Marketing's process for Search Engine Optimization consists of the following steps:
- Site analysis
- Competitive research
- Determining objectives
- Creating a custom strategy and timeline to achieve those objectives
- Initial setup
- Ongoing campaign management including SEO copywriting and link building
- Statistical reporting
- Ongoing refinement
When we perform Search Engine Optimization for our clients, we take into account the big picture of their organization goals. We understand that in the end, the content that appeals most and and is relevant for people is the content that the search engines will rank most favorably. We apply personal understanding of marketing strategy and real-world industry knowledge to keyword research to determine the most relevant keywords and phrases, rather than relying on a reaction response to search volume.
This sophisticated, comprehensive approach to Search Engine Optimization is much more than a "top secret formula for SEO success." It's the result of a deeper understanding of what motivates user behavior online and how that can impact your organization.
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