“Search Engine Optimization” (SEO) is a term used to describe a wide array of marketing and website design strategies to improve a site’s ranking with search engines and placement in search engine results pages. For example, a person who is looking online for a local dry cleaner might type “discount dry cleaning, Phoenix” in a search field using any number of popular search engines such as Google, Yahoo, MSN or AOL. The search engine then brings up a series of results that may go on for several pages. SEO strategies are designed to help your site appear earlier in the series of results, preferably on the first page.
Pros: Optimizing a website for organic search means good site structure and highly relevant content. In the long run, SEO takes less effort to maintain so efforts can be focused on other marketing strategies.
Cons: SEO can take 3-6 months to see results and is more difficult to adjust if another approach is desired. SEO requires content updates and changes and will be less effective if content remains static. With SEO, there are never exact or guaranteed results as rankings change depending on many variables that are sometimes out of one’s control.
Cost: Long-term costs can be lower than other types of search engine marketing and once page rank and good content are developed. Up-front costs will be higher, but can be controlled when you choose the correct SEO partner.
An effective SEO program combines several tactics to make your site rank high with search engines. Trowen Communications specializes in custom SEO programs for small brick-and-mortar companies looking to build credibility online.
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Contact Trowen Communications today to learn more about Search Engine Optimization (SEO) or to schedule an Internet marketing consultation.