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What is SEO?

Having the best-looking website in the world is great, but if nobody can find it, what good is it?

Within your SEM (Search Engine Marketing) Strategy, there are two basic ways to get your message out.  One is PPC (Pay Per Click), this is going to cost you and when you’re done paying for it, it will disappear.  Then, there’s SEO (Search Engine Optimization), which is essentially free and lasts forever, as long as you’re not doing anything to become penalized by one of Google’s algorithms.  Also, SEO works across all search engines (not just Google) and PPC will only work on the search engine that you’re paying.

SEO (also known as organic) is the traffic everyone wants, and everyone strives to understand how to get more of.  With paid advertising, your message shows up right away.  That’s the good part.  The downside is that it disappears as soon as you stop paying.  This is another great reason to focus on your SEO.  Building your SEO takes time, but you can get started by thinking about what keywords you want to focus on.  The more competitive your keywords are, the more difficult it will be for you to have a high page rank.  And, let’s face it… how many times have you scrolled to the second page of Google to find what you’re looking for?  Maybe never.  For this reason, you want to rank as high as possible for your keywords.

For example, if you sell blue running shoes and you use “running shoes” as your primary keyword, you’re going to have a lot of competition.  If you sell blue running shoes, using the term “blue running shoes” will be much less competitive and you have a greater chance of being found if someone is looking to purchase blue running shoes.

Always keep these things in mind when you are developing your own keyword strategy:

  1. What would my customer type into a search engine to find my product?
  2. What makes my product unique from other companies that sell a similar product?
  3. If you are also selling at a brick and mortar location, you’ll want to include your city as an additional keyword.

Choosing the right keywords for SEO will be the foundation laid for a successful website. You can expect to see results within three to six months, depending on algorithmic cycles. Spend time on perfecting this, and you’ll be glad you did.


Article contributed by Holly Picano, IMMS.  For SEO and other tips for your small business, visit BizCentral USA.

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