In simplest terms, SEO or search engine optimization is the process of increasing the quality and number of visitors to a website from the search engines via non-paid methods. It is not enough to merely create a website, slap it up on the Internet, and sit back to wait for customers to appear. Neither is it enough to submit the website to the major search engines and assume that clients will find it. Although submitting to the search engines is a crucial part of SEO, it is just the beginning.

“On-Page” SEO versus “Off-Page” SEO
Once a business has launched its website, strategies must be in place for driving qualified traffic to that site. On-page search engine optimization deals mainly with actual website content: the use of keywords and keyword phrases in the title and description of the website as well as being disbursed throughout all pages of the website; valuable content that is strongly related to the keywords; submission to all the major search engines.

In comparison, off-page SEO strategies are what will get the attention of the search engines, ultimately creating a flow of targeted traffic to a website.

• Creating Backlinks – This strategy involves getting links on one or more websites that all “link back” to the
same website. In the eyes of the major search engines, these links are the equivalent of “votes” or referrals
for that website which will ultimately help increase the site’s rankings.

• Keyword Research – This is a vital element to performing effective search engine optimization. Optimal
keyword research involves looking at the website from the user’s point of view and choosing keywords
targeted to the website content and what the user is most likely to be typing into the search box. Another
major factor in finding the best possible keywords is to find keyword phrases that are searched often on a
monthly basis but for which there fewer competing websites utilizing the same keywords.

Backlink Strategies
There are a few exceptionally valuable strategies for increasing backlinks to a website in order to optimize search engine optimization and increase page ranking.

Article Marketing – Writing articles centered on a website’s particular business niche and creating an effective, “call-to-action” resource box with a link to the website is an excellent way to increase backlinks. There are several article directories online to which articles may be submitted at no cost.

Forum Marketing – Participate in forums that deal with the particular business niche; be informative and add value for others – don’t be spammy. The chance for promotion comes in the signature box where a link to the relevant website can be inserted.

Social Networks – Social networking sites like Facebook and Twitter literally give business owners access to hundreds of thousands of potential customers. By contributing value to people’s lives with helpful information they can use to be successful, a business can earn the privilege of sharing links to their website as participants within these networks.

Every website owner on the Internet needs to be concerned with SEO if the goal is to have people, especially the right people, finding his or her website. Search engine optimization is a definitive factor in the success or failure of an online business once the website goes live. When done properly, SEO can keep a website at the top of the search results for months or even years to come.