Before you can understand how to exactly approach web based marketing for your business you have to truly understand the definition of SEO. Ask 5 different search marketing professionals what search engine optimization is and you will most likely get back 5 different answers. One thing that we can all agree on is that search engine optimization is the process of making your online marketing efforts 100% efficient.
ef•fi•cient [ih-fish-uh nt]:
Performing or functioning in the best possible manner with the least waste of time and effort; having and using requisite knowledge, skill, and industry; competent; capable: are liable, efficient secretary.
According to the dictionary.com definition it means to perform or function at an optimal state. What is your optimal state to operate at? If you are going to perform an action online to entice your audience to visit your website make sure it is 100% efficient.
Example of SEO efficiency
If you launch a video online on how to build widgets make sure your title tags are efficient:
Title 1: Building Widgets Video (Not efficient)
Efficient Title: How To Build Widgets To Increase Employee Productivity (efficient)
You now have the potential to rank and appear for a variety of other search terms people might be using by increasing your chances due to a much more efficient and optimized title.
Each website and business is going to have a much different search marketing approach than the other. Principals and process might overlap but the approach is always going to be a bit different. Some website owners take a very technical approach to their search marketing efforts. Always calculating the quantity of links and the types of links pointing to and away from their site regardless if they even produce traffic or visitors and some take a much more branded and marketing driven approach to their search marketing efforts. Creating promotions and contests for other bloggers to write about and generate links back to the website. Some search marketing professionals take a heavy mix of both approaches which I think is a good approach because you blend the two, marketing and SEO.
SEO has quickly taken a front row seat in many marketing departments across the globe. Something that has always been voodoo to many business owners and entrepreneurs now has its own department behind the walls of many businesses across the globe.