Simply put, Search Engine Optimization is the process of making your website the most popular of the crowd. It’s how to get your website recognized as being more important than AND ranked by search engines (such as Google, Yahoo!, and Bing) higher than your competitors’ websites. Highest ranked sites obviously appear in searches first, with the rest of the sites following according to their ranking order.

Search engines have several different jobs to do: crawl the web (check out the place), build indexes (take notes of the place), analyze site relevancy to calculate rank (determine who is popular), and provide search results (based on who is popular). In order to determine site popularity, search engines are capable of “considering” numerous factors, such as the number of links to and from your site, keyword usage on your site (as a whole and on its pages), overall site content, traffic (or visitors) to your site, and more.


Keywords (and key phrases) are important words related to your products or services that should be incorporated throughout your site, as search engines refer to these when providing search results. Associating the correct keywords to your website is an extremely important part of SEO. For example: Let’s say your company sells shiny blue things. When a potential customer types the key phrase “shiny blue things” into a Google search, sites using that phrase will appear in Google’s result pages. (By the way, those results are called SERPs, or Search Engine Results Pages.) With the correct SEO, your site will rank high for that key phrase and appear high in the SERPs. This increases the amount of traffic to your site, which in turn means increased business possibilities.

When a user types in a keyword or phrase and finds your website organically, this means your site appears in a SERP naturally (free). PPC (Pay Per Click) or paid advertising is the opposite. For PPC advertising, you bid on keywords and phrases that are relevant to your site. When a visitor types in one of those keywords or phrases, site advertisements will usually appear at the top and to the right of the SERPs. Those appearances are called impressions. If the user clicks on your ad, you must pay for that click. The cost of the click depends upon the price of your bid.
Links to and from (and within) your site are important also.


External links are connections from one site to another site. Internal links are connections from one page of a site to another page within the same site. When done correctly, external links to your site from other sites will promote your site’s popularity. Blogging and social media networking are excellent tools for link building.

In summary, SEO concentrates on how to best promote a website’s popularity within search engines. There are many factors to consider when integrating SEO into a website. Just as with teenagers, these factors become quite complex and are constantly changing. SEO experts have an in-depth knowledge of the field and are committed to staying abreast of new developments in order to maintain expert status. We share SEO basics in order for you to understand its importance. Pinpointing how to maximize importance and rank of your website by search engines leads to its greatest organic potential and truly is the key to SEO success.

Fact #1: A brand is a company’s identity: it is the defined image of the company and what it stands for. The brand sets the tone for how a company’s message is conveyed to the consumer. A business is shaped by values, preferences and opinions which directly affect customer relationships. This concept does not discriminate by a company’s size, market share, or profit margin. All of the above factors become integrated into and set the standard for a business’s brand.

This essentially means that whether or not you’ve advertised your business or services; whether or not you have a company logo, a website, an outdoor sign, an interior design theme, or even business cards; whether or not you’ve considered branding your business now or waiting until later, your business already has a brand because it already has an identity. What does this existing identity say about your company- about you? Does it convey your attention to detail, your standard for excellence, the pride in you take in your work? Let’s delve into why this is so important, and what can happen if it’s overlooked.


Fact #2: Our society is sensory-oriented, meaning we base things upon sight, taste, smell, touch, and sound; but we do this on a sub-conscious level. We are simply accustomed to associating a person, word, or symbol with expectations of quality, consistency, customer service, etc. Your customers define your company in correlation with the sensory impressions that are made upon them when doing business with you. Put simply, people’s opinions of your company are based upon their impressions.

Your brand, which constitutes the complete sensory experiences of your consumers, controls those impressions. Wrong impressions give, well… the wrong impression. Your brand directs your customers in their opinions of your business. If you decide not to develop a strong brand for your company, that doesn’t stop your customers from developing their own strong opinions of it. It’s important to be pro-active in branding your company’s image in order to set the standard for a positive public opinion.

Fact #3: Odds are that there are many other businesses out there that are just like yours. Every business should have what we call an “amazing factor” to separate it from the competition. What exactly is that? What is it that your business can have that no other business in your industry will have? Your Brand. Company A might sell the exact same product, but cannot have your brand. Your image is all your own. When it comes down to it, when product and price are the same, what will make a customer choose to buy from you versus a competitor? The customer will buy from whomever they think of first.

That’s why your brand is so important. Your company needs a brand, and it needs to be better than theirs. Your business should stand out; it should look like an industry leader; it should outshine the competition. Do you believe your company is made up of outstanding people; an excellent product; a competitive price-point; an exceptional service? Yes! And so should the general public. Your goal should be to wow them with your brand. Give them the amazing factor, and they will give you what you want: their business.