Search engine optimization (SEO) is the process of selecting appropriate keyword phrases for a specific site and enhancing aspects of the site to ensure high rankings when the selected keyword phrases are used in a particular Internet search.

Search engine optimization must begin with an understanding of the search engine spider's algorithms. All search engine rankings are determined by a search engine spider's algorithm. An algorithm is simply a sequential series of logical steps.

All computer programs are algorithms: execute line 1, then line 2, then line 3, etc.

For a Search Engine spider, the algorithm performs an analysis on each page it 'spiders'. This analysis can be quite elaborate and complex. Understanding the complexity of the algorithm allows one to optimize a specific web page or site for a certain keyword phrase. We will get into the details of search engine optimization but first, let us understand the uniqueness associated with Internet marketing.

Internet Marketing: Have things changed?
Traditional marketing involves finding a media outlet (print, radio, TV, etc.) whose demographics (age, gender, median household income, etc.) best mimic one's existing or desired customer base. Once this demographic match is determined, the content, brand, item, etc. is placed within view of the designated potential consumers with the hope of attracting their attention.

Now enters the age of the Internet marketing.

The Internet is literally a network of millions of computers (i.e. servers). These servers are filled with vast amounts of information. It is estimated that there are well over 10 trillion pages (10,000,000,000,000) and millions of new pages are added every day.

Early on, it was recognized that this vast amount of information had to be organized in some logical fashion in order for it to be useful. Consequently, indices evolved forming simple structures based on subject. Further refinement of indexed pages within individual subjects still represented an overwhelming amount of information. This led to the development of the search engine.

A search engine consists of a searchable index in which search results are based on a search engine spider's algorithm. A search engine spider reads a web page and then analyzes its subject value on specific criteria. This would include page titles, body text, images, etc. The ultimate goal in this analysis is to be able to serve the most relevant pages to the requesting party.

Therefore, this vast amount of information is just sitting there waiting to be 'served' to whomever asks. Here lies the major distinction between traditional and Internet marketing: the information is not served unless asked by the viewer.

Traditional Marketing uses demographics to attempt to narrow a large population down to a targeted 'potential' viewer.

Internet Marketing is the opposite, requiring no demographics, because it is the very targeted viewer (consumer) searching for the specific content.

Thus, the strategy of Internet marketing is very different.

Have things changed? Yes! They are looking for you; you are not looking for them.

Search Engine Optimization involves alterations to the visual and technical aspects of a web page that result in top rankings from searches performed using specific keyword phrases. In other words, search engine optimization ensures that they will find you.

A Side Note: Pay Per Click Campaigns

Pay Per Click involves a web site owner paying a search engine directly for rank. You pay (or bid) for specific keyword phrases and rank position within the paid inclusion listing for these phrases. Costs are accrued directly from viewer 'clicks', meaning you are only charged if the viewer 'sees' your site. This type of Internet marketing was created for obvious reasons, to generate revenue for the search engines. Generally, results for paid inclusion (PPC) are displayed on the same page but in a separate area from the non-paid search results (e.g. Google's paid listings are located on the far right separate from the 'main' rankings).

My personal feeling is that 'relevancy' of a match (web page associated to search phrase) should not be an item of trade. When one does a search for a specific subject the results should be based solely on the relevancy of a particular page, not on the ability of someone to bid the highest price.

Relevancy should not be sold!

I would also like to add that if a web site were properly optimized, the site would obtain top rankings among the major search engines for the most relevant keyword phrases for that site. With these results, a PPC campaign's importance is minimized and is, in my opinion, eliminated.