What is Search Engine Optimization | Pathmaker Marketing

What is Search Engine Optimization?

We defined marketing on our "What is Marketing” page: "A plan developed and executed to expose, explain and promote products and services.

On our "What is SEO Marketing” page, we asked the question, "What if Your Website Were a Billboard?” We reasoned that SEO Marketing is similar to the lights that allow travelers to see the billboard. If we continue to follow that analogy, then Search Engine Optimization (SEO) involves ensuring that:

  • The lights are bright enough, and

  • The billboard is easy to understand as travelers are whizzing by.

Of course, you would want to have the brightest, most intense lights available to attract the attention of all passersby. But, as obvious as it may seem, you must also ensure that the billboard is in the right language.

Search Engine Optimization is about maximizing the exposure of your site so that it is the most easily recognized (or promoted).

Almost everyone knows that they need to make their websites user-friendly. Search Engine Optimization is about making websites search-engine-friendly. The artificial intelligence that drives individual search engines does not necessarily think like a normal human being. Each search engine has its own priorities and preferences. The key, therefore, to SEO is understanding what those priorities and preferences are for the most used search engines, like Google, Yahoo or Bing, and speaking in their language.

Effective SEO Marketing will return you website on the first page of search engine results. Excellent optimization will return your website at the top of the first page. The important issue is securing the very best possible position on the very first page.

Here’s the bad news: That’s not easy.

Here’s the good news: We know how to do it and we excel at it.

Here is a list of some of the things that must be properly structured to respond to nearly any search engine.

  • Well-defined, relevant key words for each web page.

  • Your URL – for key words

  • Your page title – for content (key words) and length

  • Unique content

  • Your H1 headings and tags

  • A robust meta description (synopsis) of less than 150 words

  • Crosslinks

  • Formatting of images and their titles

  • Calls to action – they affect click-through rates that are captured analytics used in ranking your page.

A final caveat: Search Engine Optimization is not a one-time fix. Rather, it is a task that needs to be addressed continually in order to maintain its optimal position and page rank. Fail to continuously monitor and adjust for optimization, and you will find that your page has slid into oblivion, and there will be only a few who will see your site, even if they are looking for your goods and services.

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