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Although it seems as though it has been here forever, the Internet is a relatively recent development compared to traditional marketing channels: print, radio, television and billboards. Creating an online presence is increasingly important for businesses, but simply being online isn’t good enough; since a large part of web traffic comes from the use of search engines, such as Google, Bing and Yahoo, visibility to search engines is critical in gaining potential customers. If your business ranks in the top 10 websites for a particular search query, you will be sharing the majority of targeted traffic that the search generated (targeted traffic being the most valuable because it’s comprised of people actively searching for your products or services). Show up at the bottom of the page—or 30 pages into the results—and you’ll be fighting with thousands or even millions of other websites for the remaining 10 percent of search traffic.

Search engine optimization offers websites what marketing or advertising companies offer to companies reaching customers through traditional media: exposure, visibility and increased brand awareness. In the case of SEO, this means that a company’s website increases in search engine rankings, boosting it from being one of the websites competing for a small fraction of traffic, to being a top search result and benefiting from receiving the majority of search traffic. For the company, SEO means its website generates more traffic, more customers and more revenue.

There are two main components of SEO:

On-Site (or Internal SEO) is mostly technical in nature. It involves a detailed analysis of the target website including the content, design and even the code. An SEO agency’s objective is to make the website as visible as possible to search engine spiders (computer robots that search the web, looking for content) by tweaking elements such as navigation, header tags, Meta tags and hyperlinks. Strategic use of high value keywords enhances the content, making the site even more relevant with higher quality.

Off-Page (or External SEO) is the element that many people don’t factor into their concept of SEO, even though search engine algorithms heavily favor off-page statistics (as high as 80 percent of the search engine ranking score). In order to achieve effective off-page performance, an SEO firm will aid in the development of links to the target your website from other sites, using methods, such as social media presence.

Effective search engine optimization requires specialized tools, skills and experience in dealing with search engine algorithms. Popularity of SEO companies such as www.theseoagency.com has grown, because rather than incorporating elements of SEO into a traditional advertising and marketing agency, they are solely focused on the web and search marketing, making them a more effective choice.

About the Author:

Tony Berastegui is a frequent contributor to blog sites that review and rate digital marketing agencies such as www.theseoagency.com. According to Tony, companies are increasingly recognizing the importance of online visibility to their success, making SEO something they would invest in.

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