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» What is Search Engine Marketing » What is Search Engine Optimization » Search Engines vs. SEO Firms

Alan Emtage, a university student created the first ever true search facility, known as Archie. It was followed by the launch of first ever search engines as Yahoo and Lycos in the year 1994, which even today remain as the main properties.

The Early Days

Those were the early days Search Engine Optimizations (sometimes called Search Engine Marketing), in which companies started experimenting with its different processes.

An Uneasy Partnership

Gradually the search engines revised and enhanced their ranking algorithms, and web site optimizers discovered new techniques to respond to these strategies, resulting in the development of a "cat and mouse" relationship between the search engines and the SEO industry. The search engines ultimately noted that SEO as an industry was here to stay and that in order to maintain useful indexes, they would need to accept the industry, (if not exactly embrace it), and today many search engines even allow proven ethical SEO companies to become partner sites.

SEO – The Billion Dollar Industry

Today online spending reaches into billions of dollars, in fact Forrester Research estimates that this year; worldwide e-commerce spending will reach $6.8 trillion. Bearing this in mind and that upwards of 85% of Internet users make use of search engines to locate products or services, optimizing your website for prominent search engine placement have become a fundamental component of any online business plan.

Effectiveness of SEO

Some of the top corporations in the USA, including the Ford Motor Company, Sharp Electronics and Xerox have active search engine optimizations programs in place and have reported increases of hundreds of percent in online sales as a result.

One of the challenges for any grooming industry is creating a demand for it and at the same time auger an awareness of the industry in the mind of the consumer. Since many Website owners have only a general idea of what Search Engine Optimization (SEO) is and how it works, it can be considered that,

Search engine marketers dealing with paid listings are very similar to ad agencies in offline media. They work with the message and the creative to get people to take action: to buy, subscribe or register. They have budgets and are able to monitor results and tweak campaigns to get the maximum return for their clients.
It's pretty easy to see the parallels between SEMs and ad agencies, but a little harder to understand the role of search engine optimizers, as they relate to the "free" search listings.

A search engine optimizer is actually very similar to a public relations firm in the offline world. Public relations firms try to get their clients mentioned in news stories and featured in print and broadcast media, i.e., they obtain "free" publicity. An SEO consultant attempts to get their client's site listed highly in the "editorial" or "free" listings of the search engines. As with offline media, the editorial content (or listings) often carries more credibility with consumers.

Scope and Potential of Search Engine Optimization

The scope of search engine optimization and marketing is all-embracing in regards to application and implementation. Also known as Web site marketing, Internet marketing and Web site promotion, search marketing can help create a solid Internet foundation on which one’s business can build.

With the enormous growth of internet in the last decade, the opportunities associated with it have also automatically expanded. Millions of businesses are running exclusively online and thousands of businesses are operating to help the online businesses run efficiently and get better Return on Investment (ROI). Search engines have apparently become the biggest source of user traffic to the online businesses.

What is “Organic” search engine listing?
 
“An "organic" search engine listing is a free listing of a site, usually found by a search engine's spider and then ranked by relevancy according to the search engine's methodology. “It is also known as natural listings - the unpaid portion of a search engines results page. A 'free' or 'unpaid' listing that appears on a search results page. These listings can be achieved using SEO techniques.”

Top organic listings are obtained by performing keyword analysis and content optimization. Organic listings act much like free advertising after the initial setup. Some maintenance is required to keep these listings though. The web is constantly growing and new competitors are constantly being added to search engine indexes.
Typically it takes a month to multiple months to achieve top organic listings in non competitive fields. Achieving top listing in competitive fields can take years.”

In contrast, a paid listing is ranked according to how much an advertiser is willing to spend. The field of search engine optimization (SEO) is geared towards improving the rankings of sites' organic listings.”