What is SEO?

SEO, otherwise known as Search Engine Optimization, is the method of directing traffic to a web site via the usage of keywords that are most often utilized by users of search engines. As a marketing technique, SEO professionals research the most commonly used words in searches, then supply written material that is likely to yield results. SEO can apply to the descriptive copy that appears on web sites, articles, press releases, and even images.

Why Do We Need SEO?

SEO is vital for companies of all types and sizes. Most potential customers use the Internet to research products and services prior to making a commitment. Research has shown that vast majority of Internet users click on the first few links on the first page of search engine results. Very few bother to so much as look at subsequent pages. This means that if a company does not have highly ranked search engine results, they will not be seen by prospective consumers.

On-Page SEO

On-Page SEO is Search Engine Optimization that occurs on the web site itself. This includes the use of keywords, image tags, and cross-browser compatibility. In recent history, on-page SEO was not as widely used, but now it is as important as it ever was. A company that utilizes on-page SEO can more easily direct traffic to its web site than those that choose to focus on off-page SEO alone.

Off-Page SEO

Unlike on-page SEO, off-page SEO utilizes such devices as blogs, articles, social networking, and other sources to direct Internet users to a specific web page. Though many amateur marketers choose to solely use off-page SEO to direct web traffic, most professional SEO companies recommend turning to off-page SEO only once on-page SEO is well established.

Basic Link Building Techniques

Link Building with Directories

Link building is important for all companies. By having multiple links to your company’s web site, you have a much higher probability of finding new customers. The links not only work on their own to draw traffic, but search engines utilize data regarding the number of links to your web page to determine which pages are the highest ranked in search results.

Link building with directories can be a good choice for those who are willing to put in the time and effort it takes to submit content for inclusion. Search engines do use directory submissions as part of their algorithms for search engine ranking, but the methodology for using directories can vary per search engine. Most search engines will trust directories that charge a fee for editorial review of submission. However, as a business, you may be reluctant to pay the sometimes hefty fee for what could theoretically be a refusal to submit your company to said directory. It is a good idea to speak with a professional marketing company to understand how to get included in directories and to spend the least amount of money doing so.

General directories are popular choices for link building as they reach out to a wide variety of people, but niche directories are a smart choice as well. If your company’s aim is to gather a customer base for a specific purpose, a niche directory may be the place to go. There are also niche directories that only list companies that are located in a small geographical area. This is an excellent choice for small businesses and new start-ups that desire local in person sales as well as online activity.

Submitting web sites to directories is a serious time investment, but it can be also be a serious financial investment as well. There are many reputable free directories in existence that can help your web site get the traffic that you desire. Finding the free directories that are used by search engines can be difficult as there are some directories that search engines avoid. This is true of paid directories as well. Some directories that charge solely for submission are thought to be reputable sites that search engines will gladly troll. Others have a less than stellar reputation. This is one of the many reasons it is vital to use a web site marketing professional while attempting to drive online traffic. Most professionals know which directories are most important and which should be left alone.

Blog Commenting

Commenting on blogs is a popular way to build links because it requires no financial investment and it is very simple. Find a number of blogs that speak to people who are in your company’s desired customer base. Make relevant comments, not forgetting to include your web site address. If your comments are over-the-top, obviously meant to drive traffic, or appear to often in one place in a short amount of time, you run the risk of being ignored or deleted by the blog owner. On the other hand, if your comments are well-worded and insightful, you could get a large number of new customers in a very simple way.

Participating in Forums

When you choose to participate in forums of any kind, you are representing your company. Remember to choose your words carefully and to plot the best way to display your expertise in whatever field it is your are in. Above all, keep your company’s web site in you signature. Each time you post, you are linking to your business. With each and every link that is displayed is a new opportunity for growth.

Social Media

Using popular social networking sites like Twitter and Facebook can provide a positive platform for link building. Any business should have a Facebook page as well as a Twitter account. Providing links to your own web page is a vital piece of the social networking puzzle. However, posting on your own account is not the only effectual way to use these tools. Making useful, constructive comments on others’ pages while sharing links can give you as many unique customers as most other methods.

Article Marketing

Articles are one of the most useful basic ways to drive traffic to a web site. Whether you choose to write an article yourself or hire a professional writer, articles can lead hundreds to thousands of readers to your web site. Articles can be published on your own site, but to gain linkbacks, place them on blogs and/or submit them for publication elsewhere. Articles can be written surrounding a specific keyword or topic, and those that are very well written may be picked up by other companies for use on their web sites. When you have a high quality article with your web site address attached, you are virtually guaranteed to garner some interest.

Press Releases

The writing and issuance of a press release can happen at any time. A company can report the news of its new web site, web site upgrades, new product offerings or services, or any other piece of information that may be interesting to readers. Place links within each press release, then submit to one or more of the numerous press release services on the web.

Other Link Building Choices

There are many ways to attempt link building that work well for those who are willing to put in an adequate amount of time and effort. RSS directories, free ads sites, web 2.0 sites, free blog platforms, and social bookmarking sites are basic techniques that can be easy to use and can get good results if utilized correctly.