Rebecca Lieb is a digital content and SEO consultant, at the same time like a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief in the ClickZ Network, the largest way to obtain interactive marketing and advertising news, opinion, commentary, and resources inside the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked inside same convenience of global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The Newest York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, she was a member with the graduate faculty at New York University’s Center for Publishing, where she also served for the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and check worldwide.
Introduction
Search engine optimization (SEO) may be the art and also the science of getting a site to appear prominently in organic search engine results whenever a search submits a query highly relevant to that website.
In other words, it’s about standing out through the crowd. It’s being front-and-center each time a searcher raises his proverbial hand and says: “Hey! Over here! I’ve got a matter and require an answer. Who’s accessible to help?”
Often, that question concerns “Where can I buy...?” or “Who can I actually do business with?” A well-optimized website, therefore, is a thing akin towards the Holy Grail of marketing. It provides the right message on the right person on the right time.
And who’s the person in question? Well, everyone. Very close to literally everyone, given how the overwhelmingly most people in developed countries are online—and searching. Search long ago had become the second-largest online activity (after email). Search has evolved from merely providing strategies to stated problems and queries. Today, it’s just how many people navigate the Web. The main search engines are so excellent and thus fast, search has largely replaced even the need for bookmarking favorite online destinations. In recent years, we’ve even seen the search bar come near using the place of the navigation bar generally in most major web browsers.
Even one from the most casual searcher has pointed out that search is changing. It’s becoming deeper, more specific, more personalized, plus more customized. Now, searchers can look for (and web owners can optimize for) shopping, blogs, video, images, local resources, books, or audio files. There’s almost nothing for the Web that can’t be located by, or optimized for, search engines, from the Big Three (Google, Yahoo!, and MSN) to a clutch of highly specialized search engines.
If marketers didn’t think being seen on search engines like yahoo was critical with their business strategy, the top Three would hardly be so big. A company like 10-year-old Google rocketed from obscurity to being a multibillion market cap company because marketers are positive that buying internet search engine advertising is a wise move. That’s why paid search advertising taken into account 41 percent from the $17 billion allocated to interactive advertising in 2007. Search could be the fastest-growing marketing segment in the Internet, which, in turn, may be the fastest-growing channel within the history of media.
The purpose of this book would be to introduce you on the basic precepts, principles, strategies, and tactics inherent in search results optimization. It’s about how to create your site “findable” through the right person at the right time.
It’s not a magazine for geeks. It will not teach you the simplest way to write code, or enable you to definitely get approximately your elbows in programming. But whether you’re a little webmaster or even a chief marketing officer overseeing a search optimization initiative, you'll learn tactics, strategies, and best practices for wrapping your arms surrounding this whole search thing.
If you’ve got a business with a web presence, not being findable around the major search engines like google is similar to not being listed in the phonebook—only worse, perhaps.
How are you able to possibly afford to give inside the opportunity to become there when potential customers or clients come trying to find you? At exactly the same time, how can you ensure they find you for your right queries? Your “steel drums” could be musical instruments, or they might be industrial parts. An adequately executed SEO strategy can help you be conspicuously “there” for contextually relevant search queries. The goal, after all, isn’t simply to attract traffic with a website, but qualified traffic. Both the site owner and the searcher alike benefit from solid SEO.
Finally, a note. Although this book relates to optimizing for many search engines like google great and small (including some you’ve likely never heard of), you’ll discover a preponderance of references to Google, and with good reason. By May 2008, a mind-boggling 71.5 percent of all searches in the Usa were conducted on Google (source: Compete). Yahoo! lags far, far behind with 13.3 percent, along with the remaining 15 percent approximately is splintered between MSN, Ask.com, AOL, and others. If the tactics and practices with this book favor Google as the benchmark of all things search, that’s since it is. Google is bigger compared to the proverbial 500-pound gorilla. In search, it’s more like Godzilla. I’ve, therefore, made an endeavor to never favor Google with this book, but to give today’s market realities which will doubtless hold true far into the foreseeable future—and beyond.
Rebecca Lieb
New York City
October 2008
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