Corporate leaders who wish to find growth and success for their organizations are getting more involved in the marketing operations utilized by their companies. They recognize that internet marketing for businesses is far more than just a new advertising medium, it is the present and future marketplace for their company’s goods and services. For this reason, corporate leaders must have a basic understanding of search engine optimization, as it is a critical element of effective internet marketing.
Search engine optimization (SEO) is the process used by web site developers to present information in the best light to be found by the dominant players in the search engine business. By utilizing known and emerging techniques, information can be featured on a web site so that Google and its competitors enhance the placement of the site during different search results. These search engines route a healthy percentage of the traffic on the internet, so it is mission critical that the internet marketing plan place SEO very high on the scale of importance.
Search engine optimization seeks to improve upon a web site’s traffic from non-paid “organic” search results by increasing relevance and popularity of pages on the web site. As an analogy, if a company web site was a Big Mac, SEO would be the special sauce. It is a way of presenting content so that Google and other search engines think of it as a great answer to a specific question.
Copywriters Need To Understand Basic SEO
Content on a web site should be written for people to enjoy, not for machines to appreciate. But there exists a style in which content can be written for human consumption but simultaneously appreciated by the machines that navigate and chart the entire mass of the internet. Thus search engine optimization is a skill set that every marketing expert must embrace and seek to master for now and into the future.
Copy writing has always been more than just the use of words and ideas to promote a product, rather it has been the conversion of verbal salesmanship to the written form. Copywriters once sought to create interest and stimulate curiosity within a specific targeted consumer group, but the internet has changed copy writing, and now we must be simultaneously intriguing to both man and machine.
Copywriters still have to appeal to their target markets, but they must do so in a way that makes the search engines understand and give great weight to their message. Having the world’s best copy that nobody sees is far less beneficial than having great content that Google refers to its visitors. The role of the copywriter, just as with everybody else, is being refined because of the impact of internet marketing on the brick and mortar business.
Search engine optimization will evolve, thus marketing experts must fight to stay current on the processes and trends used by the major players in the internet search sphere. This means that SEO learning will become a core competency of the company marketing team, who must create a continuity program to keep pace with the evolutionary changes that are occurring within the search engine optimization disciplines.