I have written many volumes on the topic of search engine optimization (SEO) but a question was recently presented to me that required a nutshell answer of SEO. In only a few words, I will tell you what SEO is, and how it can benefit you. In fact, I will explain why your Website simply cannot do without SEO. I will leave out the statistics, Voodoo, and snake oil and give it to you simple and easy.
The Nutshell SEO
SEO is, the practice of improving the qualities of a Website in order to be better indexed in search engines. In very non-technical terms, SEO makes it possible that when somebody goes to their favorite search engine, usually Google, and searches for something, that they find your listing at or near the top of the list.
SEO is not just for big corporations. It can be effectively harnessed for even the least suspecting companies. More now than ever, people are using the internet when they need anything from a lawn service, a plumber, electrician, etcetera. They are not just seeking any lawn service, plumber, or electrician, they are searching for a lawn service, plumber, or electrician in Topeka Kansas (your city here).
Effective SEO is best based on a high quality, well programmed Website to start with. This makes SEO both a technical as well as artistic trade (related post).
How Does SEO Affect Your Business?
When a search is performed for terms relating to your industry, the search engine user will generally only look at the top few results. If your Website is not listed within the top ten, your odds of getting the searcher’s business is dramatically reduced. Adding insult to injury, somebody else likely did receive the business you have passed up.
SEO for Mom and Pop
A lot of smaller companies have questioned how this may concern them. The industry is such now that the cost of missed opportunities is quickly surpassing the cost of effective Website development and SEO. You should know that this same search engine user is not just entering the search term “plumber”, they are searching for a “plumber in Topeka Kansas”, (or electrician, lawn service, etcetera).
SEO Nutshell Summary
Just consider how you use the Internet, and how you find your way. If you go to the local telephone book for your electrician, lawn service, or plumber, you have become the minority. The longer you wait, the harder the SEO pill will be to swallow.
Author Mark Murnahan is the Chairman and CEO of YourNew.com, Inc. and provides SEO consulting services to companies and non-profit organizations. Mark Murnahan may be reached toll free at 866-A-Web-Guy (*REDACTED DUE TO AGING WEBSITE*) for consultation.
