Web Positioning: The Good And Bad

Search Engine Optimization, known as SEO continues to have great buzz. A lot of companies have paid SEO specialists in an attempt to get higher positioning on search sites and concomitant rise in traffic without seeing measurable increases in profits. Such companies often lack a clear understanding of what SEO is, how it works, and its value. If you are able to determine how search engines operated and what type of website promotion you desire and what is hype, it will help. One of the problems with using SEO techniques is having a website that is high on a search engine list but so full of junk, filler, and fluff that not many will buy on your webpage and fewer will return. Fraud should be avoided at all costs, it can get your webpage banned on search engines. Everyone understands that web positioning does matter, because no traffic means no revenue is coming from a website. To have traffic, a target office has to find you in the first place and there are internal and external methods to be more easily found. Externally, SEO may arrange for sites to link to you, often reciprocally, and thus boost traffic, or web advertising can be purchased that will attach to pages with related content. Approximately 20% of all search engine referrals are a result of "pay per click" (PPC) advertisements. They do well on a seasonal and special event or promotional basis and can have noteworthy results, but they should not be viewed as a primary concern. PPC should be viewed as a counterpart to web positioning strategy. Internally, the secret of web positioning is no longer much of a secret, and that is using keyword rich content that will be found by search engine spiders. Even site design can affect popularity, since the ease through which a spider can explore a site affects the rankings, and this corresponds to the ease a human visitor will have finding what they want in a site when they browse it. An important factor in web positioning is popularity. A site that is popular and has useful and interesting content will increase the probability that others will link to it, thus building the necessary number of interconnected links to have a better ranking. Many times pages may be high on a search list, only to have filler or even nonsense with keywords strewn about. Web positioning may be a two-edged sword, with the drive to be "popular" leading to excesses in keyword packing, but it cannot be ignored. The finest product or service has to be found to be purchased, and the studies show that well over half of online searchers never look past the first page of results. Another 20% never look past the second page. No matter how great companies on page three and beyond are, no one is sees them!