Search Engine Optimization / SEO

Search Engine Optimization, the acronym for SEO , is the way to position your website at a better position in the search engine result pages than it currently is. The main goal of search engine optimization is to improve your site rank position on the search engine, increase targeted traffic and business, boost reach, branding and conversions.

Why should you do Search Engine Optimization?

Search engines are in the meantime the entry channel no. 1 when it comes to searching product information. Most of search engines command over 100 million searches everyday, day after day. Search engine optimization helps you get this piece of the pie, which you might be losing otherwise to your competition.
Search engine optimization offers a much better return-on- investment (ROI) compared to banner campaigns and other internet marketing techniques. This is due to the fact that search engine users don’t have to be attracted for a product, they already are, that’s why they search for it. Thus the stray losses are very much reduced.
Search engine optimization helps you increase targeted traffic. People who are already looking for the product or service, which you are offer don’t have to be attracted but convinced to buy.
Search engine optimization is a long term and permanent answer to your traffic generation. Once a website has been optimized through search engines it can stay at the top for long periods of time.
Search engine optimization results in huge savings on ad-spent using traditional channels of marketing

Which marketing goals can be achieved with search engine optimization?

Basically, search engines are the ideal platform for performance marketing. You can measure very exactly, how much output you get for your marketing investments. So one goal of SEO would be to increase sales and leads, mostly very transaction-based. Combined with a superb landing page, search engine optimization can also be a useful instrument for brand awareness creation.

SEO and SEM/keyword advertising strategies:

As search engine optimization is a long-term approach and keyword advertising a short-term approach to get into the search engines, they should be combined wisely. So you can start with SEM and later when your natural search rankings improve, you can reduce your SEM spendings if your online marketing budget is limited.

Another approach is to try to have both a paid search result and a natural search result (search engine optimization) in the result page. Studies show that this will significantly increase the conversion rates of your online sales process.