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Why Search Engine Optimization?

Search Engine Optimization is a part of Search Engine Marketing that aims at getting maximum quality traffic with the help of your organic search engine listings. Here's the definition we're most attached to:
Search Engine Optimization is the use of search engines to draw traffic to a web site. It is the technique of attaining a higher ranking in search engines and directories via changes to a site to make it more search engine compatible.
Mainly, it deals with spider-based search engines (i.e. those that find, read and index your site automatically). However, if your site is content-rich and well optimized, it will also gain a lot more weight when a human editor browses your resource and ranks it appropriately for a directory. With the directories, it is as important as with the spider-based engines that your site is error-free, your content is relevant, and your link popularity is considerable.
Search Engine Optimization is important as it helps you get traffic for free. You may discover that you can obtain the same or even more visitors by optimization alone, without having to pay for advertising. Many Web surfers tend to ignore paid (sponsored) results displayed by the search engines, yet if your site appears on the top of the first page of SE results for their query, you are almost certain to turn those searchers into visitors.
It is vital for every business, small as well as medium and large, to take into consideration how its Web site ranks in the major search engines and directories. Many companies underestimate the importance of search engines and fail to understand the ranking process so they end up ignoring what may be the most crucial ingredient of Internet marketing strategy.
Unless you sell something so unique you've got no competition, there will always be at least hundreds of sites offering the same products and services. Actually, depending on the specificity of the offering, the number of competition may vary from thousands to millions. Most of them are taken into consideration by the search engine together with your site. Did you ever ask yourself how high your chances are to bring your message to the casual Web surfer searching Google for the keywords denoting your service? If you are reading this material, you probably have.
A recent U.S. study has found that the World Wide Web contains more than 2.1 billion documents and is growing at the rate of seven million pages per day (according to http://www.cyveillance.com If you work for or run a large company and its rankings are not in the top-10 for the related keywords, your company's prestige and reputation is seriously damaged. If a business's rankings for related keywords are lower than top-30, it might as well be invisible on the Web. Research has shown that users hardly ever go beyond the top 30 search engine rankings for a single search (according to Forrester Research Inc.). It is estimated that the top 30 results receive over 90% of search traffic.
Here's how Internet consumers mostly find Web sites, according to the survey of Forrester Research Inc.:
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Search engines: 81%
Link from another site: 59%
Viral marketing (word of mouth): 56%
TV: 48%
Guessed URL: 41%
Online advertising: 20%
Radio: 19%
Direct mail: 10%
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So, SEO is what helps you bring your message to the broadest and most targeted audience. SEO helps you not to get lost in the huge amount of competition.
The other reasons to consider are listed below:
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>Major search engines attract more unique visitors than almost any other Web site. Yahoo! alone boasts 65 million registered users!

>85% of all Internet user sessions involve someone browsing at a search engine. Your search engine ranking determines a major slice of your site traffic.

>Consumers use search engines to locate and buy goods or to research many decisions (such as choosing a vacation destination, medical treatment or election vote).

>People finding your site via search engines are more qualified targets for your products and services because they have actively sought out your site by typing a search phrase directly related to your site content.