Search engine optimization, or SEO as it is often called, is the art of enhancing the volume and quality of site traffic for a particular site or a blog from major search engines like Google, Yahoo!, and Bing. SEO targets mainly unpaid visitors rather than paying visitors or direct traffic. But this does not mean that paying visitors do not have any role to play in SEO. Paid and unpaid visitors can still have an impact on search engine rankings, provided they do not over-stretch the budget. Here are a few things worth considering when it comes to paid and unpaid traffic:
Organic search results give more weightage to content and back links. It also looks at the relationship between keywords and searches conducted by customers. Off-page SEO is all about optimizing that organic traffic. For better ranking with the search engines, off-page SEO works on meta tags, title tags, header tags, keywords, and so on. This means that if you want to rank high for your chosen keyphrase, you need to optimize your site for the particular keyword.
As far as off-page seo is concerned, here are a few things worth considering: creating a blog and linking it to your site; submitting your site to article directories; social bookmarking and networking sites; article submission to newsletters and directories; optimizing images and videos; optimizing meta tags, title tags, and other HTML or XHTML elements; backlinking to your own site from various other sites; and building links from other respected sites. All these things go to demonstrate that SEO works, and is an essential component for achieving high search results. Organic search results are mainly determined by natural algorithms, whereas paid results are influenced by certain factors such as the theme of the website, marketing techniques adopted and competition from similar sites. It should be clear that the theme of your site cannot be changed, whereas paid results are mostly determined by factors such as bidding, and other technical aspects.
Now let us look at the organic results. Here too, SEO plays an important role. Organic results are more likely to be seen by people searching using particular keywords, whereas paid results are targeted by advertisers. So, off-page seo works on generating inbound links from high quality websites with corresponding content. This means that relevant websites with high search engine rankings get a better ranking than those with poor ranking.
Let us now look at the other side of SEO, which is the in-site optimization. Here SEO or search engine optimization includes content writing. This includes articles, press releases, blogs posts, backlinks, site maps, directory listings, press releases and so on. This requires a lot of time and patience and can be tedious sometimes. It should be remembered that content is king and that is why the SEO team should focus on producing fresh and informative content.
There are a few ways of promoting your website and achieving higher SERP ranking. The first is through link building. Here you will get inbound links from relevant sites. These backlinks are the best way to promote your site because they have high chances of getting approved by the search engine and showing in result pages.
The other way is PPC or Pay Per Click advertising. This means you will only pay when someone clicks on your advertisement. This makes sure you spend only what is necessary to bring results. Apart from PPC, you can also use social media for better visibility and exposure.
If you want to achieve better results and want to stay in the game then you need to work hard. SEO takes time and you cannot just sit back and relax. You need to constantly do something to increase your organic results. If done effectively, you can achieve a rank of 4 or 5 in the organic results and still pay nothing from your advertising budget.