Over the last decade, broadband speeds have allowed businesses and consumers to connect in new unimaginable ways. With a simple search on Google, customers have gained unparalleled access to any information they are seeking – both good and bad. This week, I will take a step back from discussing IP communications and focus on the ever-expanding industry of online marketing.
Search Engine Optimization (SEO) is the process of tweaking and adjusting content to make your website more “search engine friendly.” This capability set has been around for quite some time but has recently grown in importance as companies realize the value of high search rankings for related keywords. Showing up on the first page of a Google, Bing, or Yahoo search provides your company prime real estate to connect with potential customers. Additionally, by leveraging SEO GEO targeting tactics, businesses can target customers locally or regionally based upon their business presence.
Years ago, people viewed SEO as a secretive and manipulative process where individuals could game the “system” and implement questionable tactics to maneuver websites to the top of the rankings. This was a false perspective. Google and the other search engines actually encourage companies to use SEO best practices in website design. By implementing certain techniques, businesses help increase usability and standardize web search, which creates a better experience for anyone searching for information. A quick example of this includes using an alt=”” tag when placing an image online. The alt text for images enables a company to describe the image, which is important for text-based browsers or browser readers for the blind. Without the alt description tag, there would be no way for the search engine to know what the image is.
Finally, in the arena of SEO, Google is very important. Globally, Google has an 84.8% market share and 65% in the US. Bing is on the rise, but your best bet at achieving strong SEO results is to focus your efforts on Google.