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Search engines display different kinds of listings in the search
engine results pages (SERPs), including: pay per click advertisements,
paid inclusion listings, and organic search results. search
engine optimization is primarily concerned with advancing
the goals of a website by improving the number and position of
its organic search results for a wide variety of relevant keywords.
SEO strategies may increase both the number and quality of visitors.
Search engine optimization is sometimes offered as a stand-alone
service, or as a part of a larger marketing effort, and can often
be very effective when incorporated into the initial development
and design of a site.
For competitive, high-volume search terms,
the cost of pay per click advertising can be substantial. Ranking
well in the organic search results can provide the same targeted
traffic at a potentially significant savings. Site owners may
choose to optimize their sites for organic search, if the cost
of optimization is less than the cost of advertising.
Not all sites have identical goals for
SEO
services. Some sites seek any and all traffic, and may be
optimized to rank highly for common search phrases. A broad
search optimization strategy can work for a site that has broad
interest, such as a periodical, a directory, or site that displays
advertising with a CPM revenue model. In contrast, many businesses
try to optimize their sites for large numbers of highly specific
keywords that indicate readiness to buy. Overly broad search
optimization can hinder marketing strategy by generating a large
volume of low-quality inquiries that cost money to handle, yet
result in little business. Focusing on desirable traffic generates
better quality sales leads, resulting in more sales. Search
engine optimization can be very effective when used as part
of a smart niche marketing strategy.
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