When someone types in a phrase that relates to your service or product, you want your website to appear (rank) as high on the first page of the search results as possible. Search Engine Optimization or “SEO” refers to the process of optimizing your website so that it will rank higher in the natural (organic) search results.
“In SEO, our role is to take all of the possible optimizations and figure out which ones are worth spending time on. Any automated SEO tool will spit out 10s or 100s of “recommendations”, most of those are going to be irrelevant to your site’s visibility in search. Finding the items that make sense to work on takes experience.”
You may have heard the terms “White-Hat” and “Black-Hat” SEO. “White-Hat” practitioners follow Google’s guidelines and attempt to influence off-site factors, by promoting your products and services. “Black-hat” practitioners work to get quick gains using techniques that are less natural. “Black-hat” techniques are the frequent targets of Google’s algorithm updates and their methods can relegate a website to obscurity overnight.
“When the National Children’s Advocacy Center launched our new website in September of 2011, search engine optimization work done by Marketing on the Web expanded our organization’s visibility online and helped increase visitor traffic to our website.” – P. Jones, Training Program Manager
What does Google have to say about SEO? Check this out.