Search engines display both pay-per-click (PPC) and free (organic) results. PPC is one quick way to get visitors to your site but ultimately the goal of your marketing efforts is to have your site appear on the first page of the organic search engine results for a variety of relevant keyword phrases.
Keyword Phrases
Each of your web pages offers the opportunity to be found for a specific keyword phrase. Some phrases are more competitive than others so part of choosing keyword phrases is to determine how competitive they are and focus efforts on phrases where it is possible to appear near the top of the organic search engine results.
Many things influence a pages organic position for a given keyword. Search Engine optimization (SEO) is the practice of making each page more search engine friendly and is one of the major marketing tasks for any business.
SEO consist of :
- Keyword selection
- mapping keyword phrases to specific pages
- structural changes “on page” optimization methods
- structural “site-wide” optimization methods
- garnering links from other relevant and reputable sites
SEO techniques are constantly changing. Practices that were once commonplace are now frowned upon by search engines and can get your site removed from all search engine results. Keeping up to date with best-practices in organic search engine marketing is crucial.
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