SEO Marketing

What is it?

SEO Marketing is the process of using Search Engine Optimization techniques to rank higher in the organic Search Engine Results pages (SERPs) in the major search engines for the purpose of marketing one's products or services on the Web.

SEO Marketing is a component of Search Engine Marketing (SEM) which combines SEO and paid advertisements (PPC and PPM) to deliver targeted traffic to websites via search engines.

Why is it important?

SEO Marketing is of growing importance to internet marketers for many reasons. For one, the organic search engine results on the pages of Google, Yahoo! and MSN/Bing enjoy much higher click-through rates than the sponsored results. Also, consumers consider the organic search results to be more authoritative than paid listings- and are more likely to make a purchase or inquire for more information if they find your website in a top position on a major search engine.

Is it ethical?

Absolutely. Search Engine Optimization Marketing makes use of "white-hat" techniques to improve a website's rankings. The goal is to create content that is high-quality and relevant to the user's queries, and to ensure that content is formatted in a way that is friendly to the search engines' spiders, bots and indexing methods.

Are there any drawbacks?

Yes. SEO Marketing relies on Search Engine Optimization techniques, and the method of optimization will dramatically impact overall results. "White-hat" SEO techniques are based on industry best practices, and should not pose any risk to website owners. However, white-hat SEO techniques are also slower in terms of SERP improvement.

On the contrary, "Black-hat" SEO techniques stray beyond the best-practices of SEO to move websites up the SERPs faster. Black-hat techniques are considered risky to website owners, because they have the potential to produce mixed results and even get your website banned from the search engines.

Also, "Black-hat" SEO techniques are thought to deliver more temporary success because they capitalize on weaknesses or loopholes in the search algorithms. The search engines change their algorithms often to close these loopholes, so it is advised to avoid anything other than white-hat techniques to ensure long-term, sustained growth in the SERPs.

White-hat SEO requires considerable investment of time and resources, and should be considered a longer-term investment, with many SEO firms requiring at least a six-month commitment.

Anything else?

Search Engine Optimization Marketing works best as an integrated part of a larger, broader marketing strategy. Your website content, the quality of product or service offered, customer service and support, and many other factors have a dramatic impact on the effectiveness of any campaign. It is advised that you work or consult with a professional before committing to SEO Marketing.