Understanding how search engines rank websites and applying simple nontechnical SEO strategies will lead to increased traffic from qualified customers.
Search engine optimization[1] (SEO) is a technique used to assure that customers searching for a product or service can easily find a company’s website on search engines such as Google. Just as a physical location is essential for brick-and-mortar stores, search engine rankings are essential in driving walk-in traffic to a website.
How potential or qualified customers find websites for a product or service
1. Direct traffic
A user finds a website by typing the web address directly into a browser or by clicking on a bookmark or an email link. These are typically customers that are familiar with the company and are maybe repeat visitors.
2. Referrals
Users are directed to websites by clicking on a link from another website. For example, linking from a Facebook[2] page to a corporate website would produce referral traffic. Ideally, referrals will be qualified customers possessing a desire to buy products from the website they are referred to.
3. Search engines
Analyze web content and create a ranking of websites that most likely will correspond to keywords that a customer uses to search for information. For example, typing the keywords “search engine optimization” in a Google search will provide a list of websites that provide information or services dealing with SEO.
Generally, a company has more control over direct or referral traffic than over search engine traffic. In addition, direct and referral traffic is influenced more by an organization’s offline marketing. SEO seeks to provide a strategy for improving a website ranking resulting in increased traffic to that website.