SEO is the active practice of optimizing a web site by improving
internal and external aspects in order to increase the traffic the site
receives from search engines. Firms that practice SEO can vary; some
have a highly specialized focus, while others take a more broad and
general approach. Optimizing a web site for search engines can require
looking at so many unique elements that many practitioners of SEO
(SEOs) consider themselves to be in the broad field of website
optimization.
A
good SEO should describe all areas of SEO - from discovery of the terms
and phrases that will generate traffic, to making a site search engine
friendly, to building the links and marketing the unique value of the
site/organization's offerings.
Why does my company/organization/website need SEO?
The
majority of web traffic is driven by the major commercial search
engines - Yahoo!, MSN & Google (although AOL gets nearly 10% of
searches, their engine is powered by Google's results). If your site
cannot be found by search engines or your content cannot be put into
their databases, you miss out on the incredible opportunities available
to websites provided via search - people who want what you have
visiting your site. Whether your site provides content, services,
products, or information, search engines are a primary method of
navigation for almost all Internet users.
Search queries, the
words that users type into the search box which contain terms and
phrases best suited to your site, carry extraordinary value. Experience
has shown that search engine traffic can make (or break) an
organization's success. Targeted visitors to a website can provide
publicity, revenue, and exposure like no other. Investing in SEO,
whether through time or finances, can have an exceptional rate of
return.