The main goal of Search Engine Optimization is to improve or enhance a Websites positioning within the Search Engine Results Pages (SERPs), for the chosen keyword terms or phrases required by the Client.
The Internet has really opened up the whole world as a global marketplace. Businesses both large and small now have the ability to compete and succeed in the ever changing world of consumer or commercial requirements for products and services.
A great many reports from around the globe clearly state that customers are now utilising Search Engines not just for research, but to obtain new products and services, or to build new business relationships with suppliers. The main or most popular Search Engines are currently Google, Yahoo, MSN and ASK.
Websites now exist in their Billions covering most if not all vertical market sectors. Finding a niche market online is very difficult to achieve, therefore competition in many market sectors is high. The competition generally increases as the targeted customers geographic location changes from local to regional, then regional to country wide, country wide to global.
For example; a website providing a TV repairs service may focus its Internet marketing on a large town or city, whereas a website selling the latest LCD Televisions would focus its Internet marketing country wide. These two scenarios would require different levels of SEO due to the keyword requirements of each project.
Keyword Example 1 = “Television Repair Service Redditch”
Keyword Example 2 = “UK LCD Television Supplier”
Keyword Example 3 = “LCD Plasma TV”
A Search Engine displays the results of a Keyword search simultaneously in two formats. These formats are commonly referred too as the Natural Results and Sponsored Link.
The Natural results are generally displayed on the left hand side of the Results Page. The Natural listings are created from the Search Engines database which has been organically indexed over a period of time (months or possibly years)
The Sponsored Links are generally displayed on the right hand side of the Results Page. These results are also known as Pay Per Click Adverts, AdWords, Sponsored Search Ads, Paid Listings and AdCenter. (to name just a few)
Search Engine Optimization company’s normally provide a managed service offering both Organic Optimization targeted at the Natural Results and Paid Advertisement focused on the Sponsored Link Results.
Generally a combination of Organic SEO and Paid Advertisement will yield the best Return on Investment. (ROI)
