What Is Search Engine Optimization?

Search engine optimization, also known as SEO, is a set of techniques and tactics designed to increase the amount of visitors to a website by obtaining a high-ranking placement in the search engine results page (SERP) of search engines like Google, Bing, Yahoo, and others. Tactics include using keywords in web page content, link building, social media optimization, and writing content that engages customers and helps search engines “value” your site. Some people engage in “black hat” SEO, using unethical tactics to get their sites to rank high in the search engine results, even at the risk of getting those sites banned or penalized.

What Is the Value of SEO?

The majority of web traffic is driven by search engines. While social media and other marketing techniques online and offline can generate visits to your website, search engines are the main way people find the sites they want to visit and how they navigate the web. This makes SEO simply indispensable for business success. If people can’t find you or don’t find what they are looking for once they are at your site, they won’t buy from you.

High ROI for the Long Term

SEO has great long-term return on investment (ROI) since the adjustments to your website and corresponding natural/organic “free” ranks are typically cheaper than paid ads and can last for years. The moment you stop a paid ad campaign online, it is back down to zero traffic as there is no residual effect from paid banner or text link ads.

24 hours a day, 7 days a week, 365 days every year. That’s how hard your SEO efforts can work for you.

It’s really like having an incredible sales force out there driving visitors, leads, and sales continuously while you sleep.

Active Searchers versus Forcing People to View Your Ads

When people go to the search engines, they are looking for you (or what you have), instead of you pushing yourself on them through paid ads.


The organic ranks are like the articles in a magazine, whereas the paid ads are more like the print advertisements. So, just as in public relations, you are considered more of an authority if you have high organic ranks, versus paid listings only.

Are you utilizing SEO for your site?

photo credit: Intersection Consulting via photopin cc

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