Search Engine Optimization (SEO) seems to be the buzz words these days for anyone wanting an online business presence. With the numerous "experts" out in the world its no wonder business owners are confused as to what SEO is and is not and how much is too much to have their site optimized. So is there really any truth to all the hype about optimization or is it really just a big bottle of snake oil?

Demystifying Search Engine Optimization

SEO is, in simple terms, altering the seen and unseen parts of a web site to increase your site's visibility within the search engine results. SEO usually means working with the business/client to improve the HTML structure and text content of the site to make it more relevant to specific key words and phrases that potential customers will search for that describe your business. The word relevant is very important here.

How do I become "top dog" in search results for my type of business?

As mentioned in the FAQ's this is a complex question with many different components; all search engines are different and what works well on one may not one another. Why is this you may ask? Because search engines are constantly changing the way they work and the companies don't divulge how, when, where or why this going to happen. The only way to come close ensuring your web site is found near the top of the search engine results for specific key word searches is to enroll in a sponsored or paid advertising program such as Google's AdWords or Yahoo!'s Search Marketing.

The goal of SEO is not to make you the first result for every search on every search engine. How effective would it be for your company to come up in a search for ski resorts in Colorado if you sold scuba gear in Florida? The process of SEO is to organize your site in such a way that you increase traffic to your web site through a favorable or improved listing in the search engines.

What is involved in the process of SEO?

There are two main areas of SEO that your company will want to look at - Organic Search Results and Inorganic Search Results. What's the difference you ask? Organic search results are gained without paid inclusion into search results and without enrolling into paid advertising programs. Organic search results are what most people focus on the process of increase these results comes from your site more search engine friendly by checking your key words, making sure your site is standards compliant (or as close as possible), and hand submission to the major search engines to name a few ways.

Beginning the process

Not sure where to begin? You can always hire someone to do it for you. Be wary though of companies that promise a top listing in all search engines because you may end up getting banned and never show up in any search. Read Google's Webmaster Guidelines for additional information about search engine optimization. The alternative is to research and do it yourself.

1) Learn the basics of HTML and creating a web site, then look at your competitors' sites and see how they rank. If they are successful you'll find some tips on what to do, if they aren't you might have a good example of what not to do.

2)Check out your server logs and see what your customers are currently searching for. These logs will be very helpful for you and any reputable hosting company will provide these to you free of charge.

3)Read up on SEO, I've provided a few links below to help you get started and check your server logs to see what key words you're site is currently being found under.

4)Lastly keep at it SEO will not be an overnight process, and it definitely won't be a one time deal. As the search engines change so will you; what worked in the past may not work in the future but keep at it and you will find success.

Happy optimization. Don't forget to check out the resources below.

Resources:

Search Engine Watch
SEO Chat
Wikipedia

This article is written by AWT Design Company.