Search Engine Optimization (or SEO) refers to the study and execution of strategies that cause web pages to rank in search engines better based on the content, structure, and coding of the web pages. This can refer to both paid and non-paid results.
Paid Search Engine Optimization
Search engines sell advertisement results to organizations, but those results are ranked based on bid and on their ability to draw traffic. Naturally, these search engines want to sell relevant advertising that their users find useful. This type of advertising is usually charged on a ‘per-click-basis’. However, there are several different types of paid search which include YouTube’s display network (the advertisements you see before a video in the bottom, or as a video itself), Adwords display network (which are the little sidebar ads you see when viewing websites), and paid results in the search engine itself (which currently, at the time of this article, read “Ad” in yellow next to each result above and next to the organic (natural) results.
Other major platforms, like LinkedIn, also provide options for paid advertising. You may also have other industry-specific options available to you by buying space on websites or getting articles published for commission.
Organic Search Engine Optimization
Organic Search Engine Optimization refers to the practice of optimizing web pages on websites to rank naturally (or organically) in search engine results. This process is much like growing a tree. It takes time, and careful attention to detail. Most of your competitors probably aren’t paying very close attention to detail. In order to do so, they would have to hire an SEO specialist that knows how search engines rank web pages, and spend the coin to get the work done that needs to be done in order to get those pages to rank.
However, even in low-competition markets, beginning your SEO campaign makes a lot of sense. It will put distance between you (the established market presence) and those that you compete with, making it more difficult for them to catch up.
To get started with an SEO campaign, whether it’s paid or organic, schedule an appointment by clicking the link in the navigation on the right, or scroll down and fill out our contact form and we will get in touch with you to answer your questions.