Why optimization is important
The name Google is so widely used that it’s
the newest verb in the English language.
Everyone knows of the search engine
because it has a commanding market share
(various online sources cite 60 to 70 percent
on average), so the connection is easy to
make: If your Web site ranks high on Google, that’s the best way to reach an audience that’s
looking for your goods or services. SEO gets
your name in front of consumers at a time they
are looking to buy what you sell.
SEO creates compelling information on
your site, makes it easy to find and spreads
your name around the Internet as much as
possible. In the process, your site will be
placed ahead of your competition when keywords are searched related to your business.
“For well-optimized sites, businesses can
expect to see 70 to 90 percent of their visitors
coming from search engines,” says Greg Frye,
president, Upright Communications. “This is
the obvious way to attract Web consumers
and earn revenue on and offline.”
Competition plays a role in the difficulty in
ranking high, but a series of criteria installed
by Google and implemented by SEO firms
help make the ranking determination.
“Many CEOs see search engine optimization as snake oil,” says Steve Phillips, founder,
Purple Trout LLC. “It’s still relatively new, and
they want to sit back and see where it goes
before making an investment. Some businesses have been burned in their first attempt
at SEO, likely because they didn’t choose a
reputable company and became discouraged
from attempting round two.”
The longer you wait to take action, the
more difficult it will be to get your site ranked
higher.
“I don’t see how any business can ignore
SEO, even on a local level,” Phillips says.
“The longer you wait to become involved, the
more difficult it will be to be visible to potential customers due to market saturation —
demand. So many people jump online all the
time, open Google and start searching. Heck,
I use Google to find a pizza place or to look
for a dentist. It’s amazing how many businesses haven’t considered it yet.”
