If your business has any presence on the internet, Search Engine Optimization (SEO) is important to understand. And if you don’t have a presence on the web…well, we should talk about that separately :).
SEO is an intimidating term that gets thrown around a lot. The meaning of it is actually fairly intuitive. Search engines like Google, Bing and Yahoo are built to help customers find what they are looking for on the web. It’s a monumental task when you consider the size and scope of what searching through the (nearly) infinite internet really means. But the intent is rational and comprehensible. Search Engine Optimization is the art, and science, of constructing and optimizing your web page so that crawlers, search engines’ automated reading robots, can easily understand what your page is about and present it to the searching customer when appropriate. If you are lucky, crawlers will present your page ahead of your competition.
To break this down even further, let’s take an example. Jenny is a young woman considering adopting a dog, and she wants to figure out what kind of breed is right for her. She types the search term “dog breeds” into her search engine of choice and is, almost instantly, presented with a number of different webpages listed on a Search Engine Results Page (SERP). Each search result is characterized by a Page Title, a URL or web address, as well as a two-line description called a SERP snippet often featuring the original search term in bolded letters. Jenny, if she is like 42.1% of the world, will click on the first result returned. If she is like 11.9% of the world, she will click on the second result.
SEO explains how the search engine found – and prioritized — the results Jenny uses to decide on her future dog breed. As you can see from the previous statistics, it is critical to be at the top of the first search results page. While there certainly is value in being on the first and even second page for a high volume keyword, the rewards of earning that top spot are obvious. A future blog post will explore strategies and tactics for winning the SEO battle.
– Ambika Singh