In today’s internet age, more and more emphasis is put on the value of a strong online presence. Business, both large and small, are seeing the need to attract potential customers to their websites. One of the most efficient ways to do this is to understand and effectively utilize SEO. However, with a company to run, many CEO’s lack the time to understand what SEO is and how it can be used effectively to generate more revenue. As a low cost way to attract business, SEO is a must in today’s cyber based marketplace.
SEO stands for Search Engine Optimization. It’s a programmed system that uses algorithms to find and rank web pages based on a search by the user. Companies design their webpages a certain way in order to attract more internet “traffic”, thereby generating more revenue. Many factors are taken into account when calculating the relevance of a webpage. Algorithms are written by search engines such as Google and Bing to find the most relevant webpage based on the search terms, or query. For example, Google is famously known to focus on links, while Yahoo and Bing focus more on keywords. Other SEO parameters include images and local market searches. Take for example a coffee exporter in Colombia. In order to have a successful marketing campaign via the internet, his focus would be to include words like “coffee”, “Colombian coffee,” and, “Colombian coffee exporter,” on his webpage. This would be to first attract a wide audience of people looking for coffee, then gradually narrow down the search to his webpage.
The aforementioned example would be ideal for a local enterprise which customers could potentially visit. This approach would also apply to niche businesses that would require a detailed search. Bigger business sometimes focus less on SEO due to the fact that they usually have a larger, well established client base that doesn’t depend on the internet. While focusing on an already established client base in important, it’s equally important to understand that the online market is constantly evolving, and that there is evidence that companies, large and small, that keep pace with these trends will have continued success for the foreseeable future.
By changing with the times an recognizing that business is a game, in part, of numbers, a large business that wishes to stay competitive online would understand SEO and spend time trying to attract more internet traffic using set parameters. Whether a business is just emerging or well established, understanding Search Engine Optimization is important to become and stay competitive in today’s marketplace. While SEO is not the key to a successful business, it can greatly increase an online presence and attract potential customers.
This has been a guest post from the new Norwegian edition of The CEO Magazine, now available in newsstands and online. If you’d like to order a copy, check out their site or even preview next month’s issue.