Most businesses can’t afford to bid for placement at the top of searches engines; instead, they follow the whispers … “if you optimize, they will come.” Search Engine Optimization essentially means preparing your site content in a way that will make it easier for search engines, like: Google, Yahoo or Bing, to find that proverbial needle (your company) in the haystack (the marketspace). E-Marketers from across the globe continually preach about Search Engine Optimization being the key to reaching the top of consumer searches and therefore consumer minds. What they fail to say is that it can be a long road to the top. And, many never really make it; not because SEO doesn't work, but because businesses don't have enough follow through.
Now, don’t misunderstand; the intention is not to deter you from optimizing a site, but rather to offer a little perspective of what you’re in for. First, you shouldn't expect that you'll be #1 or even #20 on search engine results simply because you submitted your site to the various search engines, added a few meta tags, or started including some reciprocal links. Instead, you should be aiming to create an advantage over the millions of sites that aren't optimizing, by: CONTINUALLY improving your search engine rankings with improved content.
According to 55 Quick SEO Tips Even Your Mother Would Love, CONTENT is KING! Fresh Content adds relevancy to your site in the eyes of the search engines. Search spiders like fresh text, so if your site content doesn’t change often, then you should add a blog to give the little crawlers something to chew on. Also, don't forget that content is what KEEPS customer's on your site once the search engines help them get there.
Once you've got the content part figured out, don't forget to stay up to date with how web-crawlers are looking for your site, because the methods can change periodically; and you certainly don't want all your hard work to go to waste. Making continual improvements will systematically increase your odds of reaching the top!
In the end, what I hope you will take from this is that, when comes to Search Engine Optimization, persistence is what truly pays off.
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It appears that SEO certainly has the elements of both art and science. In an article titled “Get your name on the list” that can be read via this link: http://proquest.umi.com/pqdweb?did=1997580781&sid=2&Fmt=3&clientId=20175&RQT=309&VName=PQD the author compares a Marcus Aurelius quote to SEO. The quote is “look well into thyself; there is a source of strength which will always spring up if thou wilt always look there”. I believe this is Sandra's point. Each organization must analyze their audience and maximize their keyword research activities. They must work hard to be at the top of the “natural results”. SEO is vital because 60% to 80% of clicks in Google are on the natural results, not on the paid results which appear on the very top and side of the SERP. This could only be obtained if the selection of keywords and phrases is researched and kept relevant. In an extensive blog that can be read via this link: http://www.marketingwords.com/blog/?p=88 the author stated that keyword density no longer plays a significant part in SEO. The author conducted various tests and developed 5 keyword inclusion guidelines for SEO. One of the most important guidelines was that you definitely want to incorporate keywords into your copy, however, it should still sound natural. Nevertheless, every company is different and must find the best formula for success when they attempt to utilize SEO. As Sandra stated, to be at the top of the “natural results” list requires peristence. Nevertheless, perserverance and persistence can move mountains.
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