What is Search Engine Optimization and Why Do I Care?

Posted by C-Note in Search Engine Optimization on July 31st, 2008

Well, it’s only been nearly 8 months since joining the TechWyse team, and just in case you were under the SEO proverbial rock, TechWyse is quickly becoming one of the top Internet Marketing Companies in Canada and the US.

Don’t believe me? Sign up!

Alright, enough self-promotion… So, I guess it’s about time I post in our blog and talk a little something we like to call SEO (Search Engine Optimization).

Ready? OK, here we go…

What is Search Engine Optimization (SEO)?

In its very simplest terms, SEO is about crafting, fine-tuning and optimizing a website to maximize its presence on the Internet by increasing it’s listing on the major search engines,

such as Google, Yahoo and MSN.

Almost every Internet user finds the information they are looking for via web sites using a search engine such as Google, Yahoo, or MSN. Once you have searched for your chosen phrase, you click one of the listing links, go to that site, and make your decision about whether the site you clicked on was worthy of the query you used in the search engine.

How Does SEO Work?

Behind the scenes of every Internet search involves complex software and mathematical algorithms, which are intelligent enough to figure out which pages are the most relevant to your search query.

If you are trying to buy a product online for instance, you will search for the product name and usually buy it from a company’s web site that comes up near the top of the results list. Search Engine Optimization is the process of doing whatever is necessary to move to the top of the search results so that these searchers visit your site. It is preferable for a site to be on the first page, as most searchers rarely go beyond that. This involves figuring out which search phrases, or “key words / phrases”, searchers might use to find what you are offering.

How to Optimize a Site using SEO?

I mentioned above, about “what is necessary” to achieve SEO results.

Let’s break through this cryptic phrase shall we? I don’t want anyone doing a strip tease or robbing a bank, to help their SEO efforts.

There are dozens of things that are done, to assist in the process of performing SEO strategies on a web site. (for greater description make sure to read our search engine optimization checklist) Figuring out what key words to target is one of the very first steps involved in SEO and it can be a tricky process. If you run a company that sells candy, your first thought might be to target the key word “candy”. There are a number of problems with targeting such a general word or phrase. If somebody is logging on to the internet to buy candy, they are just as likely to use a search phrase like “chocolate”. The other problem is that if someone searches for “candy”, they might simply be looking for recipes or information. Or perhaps a lady friend one met at a gentlemen’s club.

Spending money on search engine optimization which results in visits from recipe seekers will not be beneficial to your company or to the searcher. Lucky for you, there are SEO experts, to do proper key word research and determine exactly which phrases are the best to target.

Why do I need Search Engine Optimization?

Do some careful research about SEO can help you access a form of advertising that is very cost effective, especially compared to traditional mediums, such as TV, radio, etc and reaches millions of people interested in exactly the service and or product you have to offer. If you have the budget to pay a professional for this service, make sure to investigate very carefully and get examples of their work. If a company offers you a guaranteed top spot on Google, be wary.

True SEO professionals will tell you the truth: that getting a high search ranking for a competitive key word phrase will take months of diligent work and planning, and involves many factors that you cannot control due to competition for the elusive top spot.

So, why do you need SEO?

FACT: 60 Billion searches are conducted monthly on search engines – Yes, that’s a B

FACT: Facebook is the 33rd most visited web site in the world

FACT: Google net worth is over $180 Billion – Yes, that’s a "B"

Still think the Internet is a Fad?

I love My Yellow Pages Ad

Yes, me too! I step over it every time I enter my home.

I am not going to bash this type of advertising, it serves its purpose, I suppose. So, if you’re using it as a supplemental advertising medium, then good for you. But, if you are choosing it over the Internet, then you either need to give your head a shake or continue to lose out to your competitors who have decided, rightly so, that that the Internet is the here and now.

Internet vs Everything Else

Well, almost everything. So, still not convinced?

Here is one way to describe how the Internet and SEO works versus most other types of advertising. Most types of advertising and marketing are of the intrusive type.

Think about this.

You are on your way home from a long day at the office, listening to your favourite drive-home host, when BAM! – You are again rudely interrupted by a Work at Home Get-Rich-Quick pitch.

You’re relaxing on the couch, flipping through a magazine, and suddenly realizing you’re doing more flippin’ than actual reading.

You’re watching your favourite sporting event with your buddies; it’s getting really exciting, then Whamo! – You are rudely interrupted by a William Shatner commercial, pitching Kellogg’s All-Bran cereal.

Get the picture?

The SEO Difference

In contrast, when a searcher performs a search on the Internet, they have made several important decisions.

Firstly, they have decided to use the Internet, through their favourite search engine to find what they are looking for.

Secondly, they have chosen specific words to filter the results pages.

Thirdly, if you’ve done your SEO, the searcher clicks on your link and arrives at your site.

So what is the summary of all this?

People are already searching for YOUR product or service, and they are half way to purchasing what you have to offer. What a novel idea; someone searching for you and not the other way around.

Til next time….

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15 Responses to “What is Search Engine Optimization and Why Do I Care?”

Great article Colin! It is very helpful to hear from a TechWyse Search Engine guru! I hope there is more where that came from!

Britt July 31st, 2008 at 3:33 pm

Internet marketing is being increasingly favored by the business community. The next step will focus on how best to make this internet marketing a success through SEO methods because only effective SEO methods can deliver the goods at a lower CPC. We’re soon going to see a huge demand for SEO companies; but there will soon be filtering and only professional & ethical SEO companies will make a big rise in the industry.

Timothy July 31st, 2008 at 10:46 pm

Great write up C-Note!! Because of your extensive experience, you can tell what will work and what won’t with SEO. Unfortunately, many marketers jumped into SEO with little knowledge of how to do it right. They are talking SEO everywhere. Hope this is an eye opener to them.

Hayden July 31st, 2008 at 11:58 pm

Hi Colin,
You’ve begun!!! Looking to see you again here with more IM material!!

Yasha August 1st, 2008 at 12:18 am

Yes C-note, you’re damn right! On the internet people will search and meet their favourite advertiser, but in all other media we accidentally find ads while flipping through the magazines or zipping between our TV channels. I think the internet’s real power lies in that crowd pulling factor, and SEO makes the process so natural.

Steve Robertson August 3rd, 2008 at 11:31 pm

I feel that SEO basics keep changing constantly. They are intricately tied to search engine algorithms. SEO success depends on the ability to, move in with the limited knowledge of search engine algorithms and incorporate new trends. More then anything it is important to ensure optimization stays “White Hat”.

Nimmy August 4th, 2008 at 10:54 pm

Internet marketing experts agree that people who are interested in doing business on the Internet should take time to learn about what it is they are getting into. In SEO the important part is how much you do things to get it worked out properly, and many people are wrongly believing the notion that ‘SEO is one day or one week wonder’. Organic SEO takes time to bring results. Well before you take the leap you can take a look here. Nice article.

Steve August 5th, 2008 at 11:17 pm

Getting better visibility in mainstream search engines is not a simple task, and only via natural SEO can we get there affordably. Many website owners still have not realized the potential of SEO. Having a website only is not going to do a lot of good to your business. Caring about the SEO of your site contributes nicely. Nice post

Sean August 7th, 2008 at 3:28 am

Your final points about the intrusiveness of normal advertising are very good Colin. No other medium offers advertisers the ability to deliver focussed ads that are directly related to what the visitor is actually looking for. The Yellow pages are no longer effective; Instead people are using search engines to search for the item they are looking for.

DJ August 11th, 2008 at 5:57 pm

It’s interesting that you mention the use of traditional forms of advertising being more expensive, and yet, it seems as though they are becoming more and more obsolete. With the onset of new entertainment technology, such as TIVO and iPODs the more traditional forms of advertising are infiltrating less of the targeted market. Mind you, I am in no way expert on the matter, but from my perspective as a consumer, Search Engine Optimization seems as though it may be the way to go.

Before I became aware of the wonderful world of internet marketing, I didn’t even know that one could alter the rank listing on Google, Yahoo and other search engines, let alone that it was a method of advertising. This is a powerful medium because, I would think, that many consumers don’t even recognize that that are ‘marketed’ to. Not only that but SEO allows one to go about their daily tasks without the inconvenience of advertising getting in the way, which is the case when watching television shows and listening to the radio.

The advertising and marketing industry has had to evolve with changing technology and I believe that search engine optimization is a prime example of how to revolutionize ones marketing strategy to conform to the new media demand.

Megan August 13th, 2008 at 11:42 am

Thanks for the comments, y’all

Just thinking here …
What do you think PVR (Personal Video Recorder) is doing to TV commercials?

I PVR everything

C-Note August 14th, 2008 at 12:44 pm

SEO is an iceberg, only the tip we’re seeing. Digging deep into it gives some knowledge that you can learn more about each day. Every site wants to be at the top in leading search engines by hook or crook SEO steps. But following the optimization strict standards enforced by major search engines across the world lets you position organically there.
Beck

Beck August 18th, 2008 at 11:03 pm

A Price Waterhouse Coopers bi annual report suggests that internet advertising revenues were up 18.2 % YOY, $5.8 Billion for Q1 08. Their report also suggested that Internet advertising revenues topped $21 billion in 2007. Advertisers will only put their money in to companies that have high rankings, visibility and that which guarantees their ROI. If companies intend to grab a piece of this pie, then SEO is the one and the only option. SEO companies are in for good times. (if they do things right!)

Nimmy August 19th, 2008 at 10:20 pm

Good article C-note. SEO is an all time hot topic and yours is the one of the better ones that I came across in several months. You have hit the head of the nail rather then beating around the bush. Thanks for the post.

Fiona

Fiona August 20th, 2008 at 10:40 pm

Sure. Websites do take care of their SEO for better vicinity with search engines. Not only does SEO help your website rank better but it also helps you reach wider targeted audiences.