Marketing uses search engine optimization as a tool, not as an end in itself.
Because search engines bring customers, we all want to be on the first page on Google. If the lifetime value of a new customer is worth more than a few hundred dollars, search engine optimization is the most cost-effective customer acquisition strategy…provided it is done in the context of marketing.
Search engines have algorithms (mathematical rules the computer uses) for ranking web pages in response to a word or phrase being searched.
The search engine analyzes the keywords in relation to the content, the site name, the title of the web page, the frequency of the keyword in the text, heading tags, and links, and then builds a score based on comparing your results with the results from other sites. The winner goes to the top of the list.
The target is new customers who don’t know your name and are searching for your product or service. The ticket to success is being in the top 10 listings for as many search terms as you can justifiably target; if your link doesn’t appear on the first page of the search engine results, people rarely see it. And the lower on the page you appear, the fewer visits to your page.
We develop yours site content to convince Google that your site is the most valuable to present to the searcher. To do that, we have to make your content the most valuable, as well as presenting it in a form that matches the selection criteria of the search engine’s programming.
It sounds simple…just scatter your favorite keywords through the page and you will do well. But, sadly, it’s not that simple. It was once, years ago, but not now.
Search engines have become far more intelligent and now combine social signals in their ranking criteria.
Do people like you on Yelp? Are you on Google+? Do you have a Yahoo Directory listing? Is your business name and information consistent across all the databases? Do you have videos that are linked?
These are all part of the marketing mix that contribute to your search results, but are often overlooked in traditional SEO work.