SEO – A Complete Guide
Search Engine Optimization (SEO) is the process of enhancing the volume and quality of site traffic from major search engines to a particular website or web page. SEO targets both free and paid traffic and thus, SEO is often termed as ‘PPC Marketing’ since it uses these two kinds of traffic in its favor. You may want to check out Five Channels SEO for more. For the uninitiated, SEO may be likened to marketing your products or services via the internet while PPC marketing is like using the telephone or television to advertise your products or services. SEO is one of the most effective methods of attracting free and paid web traffic to a particular website and PPC marketing is probably the best way to attract this kind of traffic for an advertiser.
Free traffic is generally referred to as ‘unpaid traffic’ while paying traffic is generally described as ‘high quality traffic’ i.e. targeted. Free traffic consists of all traffic that originates from users who do not make any purchase offer, while paying traffic comprises of traffic that is made as a result of a purchase or other payment. SEO uses various techniques such as key phrases, regular updating of website content and search engine optimization techniques to attract ‘unpaid traffic’ and bring them to a website. Free traffic can sometimes become quite difficult to control but PPC marketing helps you to direct these visitors in your direction and improve your ranking in search engines.
In case of SEO, the process works like this: The website is made popular through the use of appropriate keywords and key phrases, paid links are added to these keywords and advertisements are placed on these sites. These ads are usually made visible to users searching for similar items that were mentioned in the ad that came up on your site. These advertisements are called sponsored links and they can sometimes increase your position in search engines especially when your keywords and key phrases are highly searched for by advertisers. SEO thus helps in driving a high volume of traffic to your site.
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