The importance of SEO in Internet marketing.

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In the last issue we talked about evaluating the response of your Internet

marketing efforts. In this issue we are going to talk about the

importance of SEO in Internet marketing.

If you are already running an Internet marketing campaign or are about

to embark on an Internet marketing campaign, one concept you cannot

afford to skimp on is search engine optimization (SEO). SEO is one of

the most popular buzz words in Internet marketing but unfortunately

most Internet marketers simply don’t know enough about SEO to

make this strategy work for them. Even those who are knowledgeable

about SEO may have difficulty executing their SEO strategies to

produce the desired effect.

Advertising is a very important part of running any type of business. You

need to advertise to reach new customers and market your products or

services. Whether you run your business online or not you probably

already realize how important it is to advertise but if you are running

your business online you should understand there is a great deal of free

advertising available in the form of optimal search engine rankings.

Well known search engines such as Google rank websites according to

complex algorithms which are designed to determine which websites

are most relevant for particular search terms. Therefore taking the time

and effort to optimize your website for relevant search terms may result

in you being rewarded with high search engine rankings for these

terms.

This is important because most Internet users rely heavily on

these rankings. It isn’t uncommon for Internet users to only review the

first few results when they search for a particular term. This means if

your website ranks high enough to appear on the first page of the

search results you will likely enjoy increased website traffic. However, if

your website doesn’t make it to the first page or even the second page,

it is unlikely you will receive a great deal of website traffic from visitors

who use search engines.

Now that you understand why search engine rankings are so important

you might wonder how to achieve these rankings. The easiest way to

optimize your website is to hire a SEO specialist to do the work for you.

The world of SEO is complex and continually evolving making it difficult

for most business owners who don’t specialize in SEO to keep up

with the changes in the industry. Therefore, business owners who

attempt to optimize their website by themselves may have difficulty

keeping up with competitors who hire a SEO consultant to optimize

their website.

The algorithms used by search engines can be rather complex and

include a number of different factors. Some of the common factors in

the equation include keyword density, META tags, titles, inbound links,

website traffic and content.

Keyword density refers to the number of times a particular keyword is

used in the content of your website. The theory behind this concept is

that website which use a keyword often are likely extremely relevant to

that keyword, however, overuse of that keyword may result in penalties

to the website if the search engine deemed the keywords are not being

used appropriately.

META tags are pieces of HTML code which some search engines use

in evaluating the content of a website. Placing keywords in these tags

can be beneficial in some search engines. However, care should be

taken to avoid placing irrelevant keywords in these tags as this may

result in your website being penalized.

Inbound links are also used by some search engines to rank websites.

Inbound links refer to links on other websites which point to your

website. In evaluating the worth of these inbound links, some search

engines consider the rank of the website providing the link to your

website. This means you should ensure the website providing inbound

links to your website are high ranking websites to receive the most

benefit from these links.

Finally, the content on your website can do a great deal to bolster your

search engine rankings. Most SEO firms retain a staff of writers who

are skilled at providing quality content which is also optimized for

relevant keywords. If you hire a SEO firm who doesn’t providing

copywriting services you should invest in hiring a professional writer

yourself. This will help to ensure the copy on your website isn’t only

valuable to your visitors but also considered valuable to search

engines.

Make sure you look for your next issue soon. We will be talking about

creating email lists for your online marketing campaigns.

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