Search Engine Optimization Basics

SEO can be thought of as the art and science of positioning your business on the Internet. When you consider the billions of web pages with unique locations all competing for attention in an over-communicated, multi-media, global village, the battle for your mind can be expressed as positioning.

Positioning has to do with the fact that website location is virtual, competition for attention is fierce, and page rank position is always changing. Therefore, positioning must also include the discipline of constant research, testing, tracking and refinement in order to achieve and maintain your search engine result page or SERP position.

In the same way keywords and headlines are important to your advertising and sales pages, they must also be included in your SEO media mix to the point that those same keywords are connected and congruent with your message from beginning to end – from SEO to sale.

The general process of Search Engine Optimization basics includes keyword research as part of prospect profiling, on-page meta tags, off-page linking optimization, and many other less noticeable but just as important technical features. While the overall concept is relatively easy to understand, set up involves a substantial amount of time.

The hard part of SEO is to monitor and refine your website because it does take time and discipline to build your business with SEO on a regular basis to maintain SERP position. Although some parts of SEO can be described as automated or set and forget, it is the longer term followup that makes the difference between performance and high performance. 

Optimizing your site ensures that the content served is highly relevant to the keywords you choose. This means the traffic you acquire will have a direct correlation with the content served to visitors arriving at your site. Over time the SEO process becomes more effective because what you learn from data acquisition can be used to improve content and relevance for sustained organic traffic growth.

Unlike paid advertising that delivers a fixed amount of traffic for a set price or bid, search engine optimization delivers traffic growth for the duration of the campaign which will continue to attract traffic even after the campaign expires.

Web Ad Tutor recommends search engine optimization basics as a first step into advertising because the data acquisition from organic traffic is an essential benchmark and barometer for onsite and offsite performance indicators. Once a baseline for measurement is set, subsequent ad campaigns can be tested, tracked and improved to deliver overall higher performance.

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