Search engine optimization, referred to as organic search optimization or SEO, is the specialized refinement technique for websites that addresses a variety of criteria deemed important by search engines to achieve higher rankings. Search engines such as Google, Yahoo and MSN use a fluctuating set of criteria, or “algorithm,” to evaluate a website for credibility and relevancy to a particular search term. Search engines will visit a website and scan its text, a process called crawling or spidering, then use their algorithm much like a report card to grade the site and assign a score accordingly. Websites that fulfill the algorithmic variables are considered “optimized” and are ranked in the search engine optimization area above those that do not. 

Ethical website optimization is comprised of three fundamental elements intended to acquire and maintain prominent search engine rankings. The process starts by performing an extensive keyword analysis, which is the foundation of any effective search engine optimization campaign. The objective is to discover niche keywords that are commonly used to search, but rarely utilized by competing websites. Keyword analysis is followed by the initial site preparation that will evaluate how the site is constructed and the way it interacts with other websites on the Internet.  This is also the time to implement the niche keywords throughout the site in strategic locations to maximize their prominence and effectiveness.  Finally, monthly maintenance and monitoring is needed to detect changes in traffic patterns and provide opportunities to perform subtle adjustments that compensate for algorithmic fluctuations or changes in the competitive landscape.

The importance of SEO becomes apparent when you consider the vast number of websites competing on search engines for top positioning. Like traditional brick and mortar business, you must first attract customers to achieve sales, but websites buried deep in the search results are unlikely viewed as a credible or relevant resource.  Effective search engine optimization is the difference between your website getting lost in cyber space or found by customers inclined to patronize your business.