Search engine optimization (SEO) is the art or skill in directing a great amount and quality of traffic from search engines to a company’s website through organic or search results. A company is only able to attract a high amount of traffic to its websites when it is ranked high on search engine results pages.
To rank high on a search engine’s results page, a company’s online presence must bear particular favorable words. These keywords are the popular words that people use to locate products and services on the Internet. Great SEO is achieved when a company’s site structure, coding, presentation, and content are easily picked up by search engines and the company’s information produced on the engines’ search results pages.
There are two types of SEO; white hat and black hat SEO. White hat SEO uses favorable measures and thus recommended by search engines. Its uprightness makes it last long on search engines database. Black hat SEO uses unfavorable techniques that may be deceptive and this makes search engines reject it. It is usually banned by the engines immediately they take note of it.
To enhance SEO, a company is required to utilize a number of tools. The objectives of the SEO toolkits available in the market are; identifying keywords, listing a company’s websites in various directories, providing in-depth information about a company’s websites and that of their competitors, and tracking a company’s updates to all search engines to rank it higher. The software available may serve specific SEO functions or combine all of them to meet all requirements at once. A few examples are; SEMrush, SEOProfiler, web CEO, SEO Powersuite, IBP, and so on.
The purpose of SEO in a marketing campaign is to create or increase brand awareness, sales leads, and sales revenue. SEO helps a company to position itself well in the market to attract targeted audience that has a higher chance of taking positive action. It is a cheap way to market compared to some other online marketing strategies because the volume of traffic that is directed to a company’s website is not paid for at all.
A company may choose to work on its SEO either in-house or outsource assistance from SEO consultancy firms. Both ways have their advantages and disadvantages, what matters is how convenient each is. Most companies today are on a tight budget, hence they should go for whichever works best for them.
Many companies find it better to outsource help for their SEO because it gives them an opportunity to work with several experts at a reduced price. In-house SEO teams are more secure, but to match their diversity with that of SEO agencies requires more money than it does to outsource assistance. In-house SEO teams are great for corporations that can afford to invest in their skills.