Your Website is the online extension of your brick-and-mortar business.  Or if your business is entirely online, then your Web site offers you the cost-saving benefits and flexibility of the Internet to be open for business 24 hours a day, 7 days a week.  But having a great looking Web site doesn't guarantee any return on your investment.  For your business to be profitable online, people must be able to find your Website when they look for it.

The most powerful and popular way that people find your Website is through Search Engines and Directories.  People search for what they want by entering Keywords, and then clicking through the Web sites that appear in a list on their screens, relevant to their search.  For your Website to appear towards the beginning of the list, your site must be modified and adjusted periodically to meet criteria that the Search Engines and Directories use to index and rank your site.  The pie chart above reflects Search Engine and Directory usage from searches conducted by people searching on the Internet in July, 2005.  The relative importance of optimization can be targeted for those search services that are used the most, yielding better results for your business.

The criteria that Search Engines and Directories use are categorized in elements of text, links, and traffic.  Each month the weighted criteria used by each Search Engine and Directory changes somewhat on an individual basis, making it challenging to effectively optimize a Website to be found on any particular search.  Aimlessly making changes to your site can result in a total failure to be found by anyone doing a search, rendering your Web site virtually useless.  To maximize the effectiveness of your Website's Search Engine Optimization, a consistent, structured approach and Search Engine submission strategy is important.

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