Search Engine Optimization (SEO) is a phrase that can appear to be a catchall. It seems these words are floated around whenever anyone talks about marketing on the Internet. It can even become easy to simply think of the term in context of something we don’t understand so we ignore it. However, to ignore SEO is to invite a slow death to your online business. Search Engine Optimization is the goal, not the specific process. Essentially what it means is that that you must use a variety of marketing tools to achieve Search Engine Optimization (SEO). Too many people think of SEO as a tool, but if it is where are those who know how to use it that way? I realize I may be arguing semantics, but optimization can only take place as you rely on other tools in your marketing tool belt. Imagine SEO as a town and marketing as your car. There are multiple components that make it possible for you to drive your car – that is the combined marketing needed to move your business ‘car’ from a place called Idea to another called SEO. There are many businesses that like the place called Idea and never seem to understand that they need to take their idea and transport it to a place where others can see it. I am always surprised to see individuals who develop sites with no idea of the end goal. The misperception is that the end goal is website development not SEO. The hope seems to be that if the website is on display that will be enough for customers to find the owners idea and buy into it. The truth, sad as it may be, is that you misplaced your goal. Your goal should be to take your business and make it as well known as possible so that people will want to come to your site. You do this when you optimize your site for search engines. Why does it matter? If search engines do not detect your site as well developed (by their standards) you will not find your site ranked very well. Since most consumers arrive at sites as a result of an online search it makes sense to work to improve your marketability though optimization. How do I do that? You optimize your site by making sure your site design is infused with keyword rich content. What that means is that you choose a word or series of words that help identify what your site does. Then you make sure those words are used frequently and tastefully throughout your site. Search engines look for those common phrases and will improve your ranking based on the collective use of the targeted phrase. From that point you work on ancillary strategies like backlinks and other traffic building events that continue to improve your visibility by search engines.

The truth is without SEO as your ultimate goal you will never fully realize the potential in your dream of online business. Keep working to uncover as many facets in SEO as possible and then make that your goal. Your dream will grow large when you shift your focus from SEO as a tool to that of important destination.