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Search Engine Optimization (SEO)
Search Engine Optimization (SEO), a form of Internet marketing, is a process of analyzing and editing your website in order to increase your natural search engine rankings for key terms relevant to your target audiences.
Why SEO Matters
By researching and targeting strategic key terms that appeal to your target audiences, SEO allows you to be found by a global market of individuals who are seeking whatever it is that you offer. Whether it’s a service, a product, a message, or a mission, search engine optimization can provide benefits for just about any type of organization that wants to reach people on the Internet.
The Benefits of SEO
When executed properly, the return on investment for search engine optimization can be very high, even when compared to traditional methods such as print advertising and direct mail marketing. Search engine optimization is one of the few marketing strategies where your prospects initiate the contact process by seeking information about organizations just like yours.
Who Uses SEO?
Search engine optimization is used effectively across a wide range of markets and organizational structures, including seo for B2B and B2C businesses, healthcare SEO, nonprofit organizations, educational institutions, membership associations and other entities.
The SEO Campaign Process
The Search Engine Optimization process is typically executed as a three-month campaign, broken down into the following phases:
PHASE I: Discovery/Research
An initial analysis of your current website and the terms used to reach your target audiences online is a critical first step toward an effective and lasting search engine strategy. The Discovery phase helps to objectively assess your site for search engine-friendliness and tells us exactly how your site is currently performing in the major search engines. We also work with you to identify strategic terms related to your business goals. This information can then be utilized to establish a baseline for future reference and help you format your site for improved search engine positioning.
PHASE II: Implementation
The Implementation phase is where the Phase I research is put to use by optimizing your site pages for your target terms and improved search engine performance.
PHASE III: Analysis
Post-optimization analysis allows for the measurement of campaign outcomes and return on investment.