Rome was not built in a day. Neither was any business. No entrepreneurial venture appears out of the blue, fully grown, and with customers suckling on its teats. Businesses are built over time, and marketing is one of the primary forces that drive an enterprise’s growth and eventually launch it towards success.
The past two decades have seen the growth of the Internet, from relative obscurity to its popularity that gave it a place among mainstream tools of communication. The Internet’s popularity can be easily explained by the fact that it effortlessly connected people from all over the world and that it facilitated the previously unimagined free exchange of information.
Entrepreneurs are quick to take advantage of the power of the Internet to advance the interests of their businesses. Many of these people have seen the potential of the Internet – how it can allow them to broadcast their businesses’ selling points to a broad audience that practically come from all over the world, and at a low cost at that, through Internet marketing.
Internet marketing works on pretty much the same principle as its traditional counterpart: it is meant to sell a product to the appropriate audience. There are many methods that Internet marketers use to bring their message to their prospects, but one thing that they have in common is the fact that they heavily make use of search engine optimization.
You may have heard of search engine optimization or SEO so many times before. You probably know that Internet marketers give so much importance to it and that it has evolved over time. However, what many people don’t get is the why behind SEO. Indeed, not many understand how SEO works, What exactly is with the search engine that it plays such a big role in online marketing?
To answer this, we must first understand what exactly do search engines do. Search engines are used by virtually every single person on the Internet in order to find any information they need. People enter keywords into search boxes to do so and the search engine uses its resources to find the matching webpages and documents. The results are then ranked according to its relevance and importance for the user’s benefit.
Essentially, SEO intends to make the search engine find the website of the business being promoted when the relevant keywords are searched, then have it ranked alongside the top results. The idea is that, when people interested in the business’ product search for that said commodity online, they’ll be able to find the business’ website, thus opening up the possibility of converting them from mere traffic to client. What’s difficult, though, is how you can make the search engine favor your site.
The trick lies in deciphering the algorithm used by search engines. The search engine uses a specially-coded algorithm to determine the authority of a website. Back then, people understand that search engines rank a site according to the number of times it is linked from a high-ranking site, as search engines essentially treat links as citations.
As this system gets abused however, Google rolled out a couple infamous updates that shifted the search engine’s focus on quality content rather than links. The influence of links on Google’s rankings has been significantly reduced, and unique content, coupled with social media activity, has become Google’s basis for a site’s authority.
In a nutshell, SEO is bringing a business to its intended audience through search engines. Unlike traditional marketing methods, this does not advertise the enterprise to a broad audience. Rather, it lets search engines lead to the business those who are potentially interested in the products it offers.