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Search Engine Optimization In The Information Age

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The days are gone where we opened a directory book found in a phone booth or living room side table to find the phone number of a local restaurant. We no longer need to make reservations by thumbing through a yellow book. The Information Age has brought most of the Western culture into a space of massive exposure and convenience.

The Internet has brought millions of people together and has provided a source of knowledge and intrigue. How many times have you typed into Google a question like, “How to take care of a cat?”, and hours later found yourself scrolling through pages of “The Best Uses for A Tire Iron”. We’ve all been there.

Why Use SEO?

Search engines are our new confidantes. They are our go-to for self-awareness and brand awareness. Businesses have especially taken up real estate on virtual advertising and target marketing throughout Google, Bing, and the like. But how are these businesses found by potential customers and clients?

Search Engine Optimization (SEO) and it’s counterpart Search Engine Marketing (SEM) are the methods behind the internet madness. SEO is the process that allows businesses (and organizations) to be found high on the search engine results pages. Before we get into the nitty-gritty, let’s discuss the basics.

What is Organic (Non-Paid) SEO?

Search engines pick up context clues and technical elements of each individual search. Organic results, also known as non-paid, is the information that appears due to the relevance and keywords used in the search.

​If you were to type into Google’s search bar, “Chipotle Boynton Beach”, a list of results will show the different Chipotle restaurants within a 20-25 mile radius.
Organic marketing generally takes more time to execute but has longer-lasting results and highly optimized information.

What is Non-Organic (Direct) SEO?

Direct search engine marketing is similar to organic but yields faster results for businesses that pay to be advertised on page one. By promoting their services or products through paid advertising, businesses are able to reach customers quicker, but at a cost. Some advertising options are Pay Per Click, Pay Per Lead, or Affiliate Marketing which are all highly profitable. Each renders specified results and can benefit businesses and customers alike.

The reason I am pointing out the difference between organic and direct marketing is to help you and your business understand the importance of search engine optimization. Internet users typically respond to the top 5 search results when looking for information, with 70% focusing only on organic sites. So, how do you get your website to be on top of page one do you ask?