FAQ - Learn Search Engine Optimization (SEO)

1. What is SEO?

SEO stands for Search Engine Optimization. This is the practice of adjusting website content and website architecture to be more search-engine-friendly. SEO allows search engines to effectively navigate through a website and rank its relevancy for the topics presented on the site. Websites that do not implement Search engine optimization practices often have content not visible to a search engine and/or rank poorly for keyword phrases that are directly relevant to their business.

2. What is an Organic or Natural Listing?

Organic or natural listings are the results a search engine displays on the main screen after entering a keyword phrase and clicking search. They are all of the listings on the page that do not include sponsored advertising. Most commonly, sponsored ads would be displayed on the right side of a screen. Additionally, a few ads are highlighted directly above the natural listings. An interesting fact is that the vast majority of all clicks on search engine results are organic / natural listings.

3. What is keyword research?

Keyword research involves discovering words and/or phrases people type into search engines to find topics related to website content. More advanced keyword research also looks beyond the popularity of specific words and phrases by analyzing how competitive it is regarding other websites ranking for the same term. The objective of keyword research is to optimize a website’s content and pay-per-click advertising, maximizing the ROI related to the available search engine traffic.

4. What does PPC stand for?

PPC stands for Pay-Per-Click advertising. Pay-Per-Click advertising, also known as Pay per click Advertising, includes the sponsored listings Internet users see next to search results and relevant web page content. Each time an Internet user clicks on a PPC listing the corresponding organization is billed; the cost per click is often calculated based on a bid price and ad relevancy (or click through rate). PPC advertising is a powerful marketing medium that allows organizations to quickly generate relevant traffic to their website and track extremely detailed ROI results. It is one of the few marketing mediums where you connect with a target audience that is looking for you.

5. What is a conversion?

A conversion is simply defined as an organization’s end goal for a result on their website. Samples of conversions on a website include an e-commerce sale, a readership subscription, a user registration, a sales lead, a job application, a document download etc. The primary goal of any Internet marketing activity is to increase the number of conversions that occur on a website.

6. What is Link popularity?

Link popularity is often defined as the quantity of inbound links to a specific website or webpage. The higher number of inbound links means a greater level of link popularity. Some search engines place a high value on link popularity for ranking a website. This is because they recognize a high number of links as a vote of confidence for a website. If many people are linking to a website, then it is likely that it has high quality, relevant content for certain related topics. Improving link popularity is a key element of search engine optimization.

7. What are Key Metrics?

Key metrics, when referring to Internet marketing, are measurable data points that can be effectively tracked using web site statistical programs. These key metrics are used to evaluate whether a web site is performing well and meeting business objectives. Examples of possible key metrics are # of visitors, return visits, % of new visitors, time on site, bounce rate, conversion rate, PPC click through rate, PPC ROI, etc. There are numerous key metrics that can be used to measure a web site’s performance; the important thing is to match key metrics to the overall business objectives.


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