The process of search engine optimization is incredibly complex and increasingly difficult to understand. This is due to developing technologies, changing online behaviors, variations in algorithms, and more. Search engine optimization is also incredibly important, as it ensures businesses can be found online. Because of this, it is recommended to enlist the services of a search engine optimization agency to make sure everything is done right.

What Is Search Engine Optimization (SEO)?

It is a term that describes the process of rendering a website or webpage more optimized so that its ranking son search engines increases, thereby making it easier to find. Search engines prefer organic or natural results, meaning that people find the page out of their own free will, rather than through advertisements. To achieve this, SEO agencies engage in both on-page and off-page SEO. They ensure that, in everything they do, they follow the rules of the search engines and delivery things that they like to see.

On-Page Optimization

Through on-page optimization, the SEO agency will make sure that the website, and its pages, that you own is properly optimized, so that search engines can easily find specific keywords. This is done by creating beautiful content and working on HTML and other forms of coding. Essentially, the SEO agency will ensure that the search engine crawlers or spiders can find the information they deem to be necessary on a page that is an authority in a certain field. For instance, a website for plumbing should have a lot of keywords and information relating to plumbing, but not relating to pet food.

Off-Page Optimization

Off-page optimization is a lot more complex and difficult to achieve. Here, the SEO agency will work on things away from your own website. This includes:

  • Listing your site with third party directories.
  • Writing articles and blogs to submission sites and to other high authority websites.
  • Writing press releases.
  • Building links to and from other websites.

What about Search Engine Marketing?

Search engine marketing (SEM) is not the same as SEO, although it is common for an SEO agency to offer both services. SEM, however, is about using promotional methods to make a website more visible. This includes Google AdWords, pay per click, and so on. SEO, in a sense, should be free, whereas SEM requires a budget. If done properly, SEM will provide a return on investment, however.

When saying that SEO should be free, that does not mean you won’t have to pay for your SEO agency. Rather, it is that the work they do, such as submitting your website to different directories or writing articles for external websites, should not cost them anything. That said, even though you will have to pay for the agency itself, that is money very well-spent. Again, it should give you a clear return on investment simply through the increase in customers you can expect as a result of being more visible online. Investing in SEO is probably the best thing you can do for your business.