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The practice of making sure that your website gets the placement it deserves on search engine results pages is called search engine optimization or SEO, for short. In a typical month, web users use search engines roughly an aggregate 13 billion times globally. Of those 13 billion or so searches, Google commands not only the largest market share, but a share far exceeding all other search engines combined. In a typical month, Google may account for nearly 70 percent of all web searches. SO when you look to optimize your website for search engines, it behooves you to start with Google.

Optimizing a website to maximize its search engine results page ranking is an ongoing process rather than a single event. It starts with the planning and design of the website and has its foundation in the HTML code, layout and structure of the website. Upon that foundation is built the content of the website. The important content is mainly text, but may also consist of properly tagged pictures as well. The linkages between pages within the website and the text on each of those pages will have a strong bearing on the page rank of the site.

Once the website is finished and populated with content, the real work is just beginning. Although the exact formula for ranking web pages is a closely held company secret for most of the search engine companies including Google, it is generally know that they look to see how other relevant websites view your website as a part of their criteria. If another website which has content related to the main thrust of your website sees fit to include a link back to your website, most search engines view that as a sort of third party reference saying that they believe your website is of value to people searching for whatever the two websites have in common. The higher the popularity of the referring website, the greater the weighting of that referral.

SEO marketing firms can help provide guidance on the development of your website while it is under construction, and then continue to work with you to either improve or maintain your search engine ranking for terms that are likely to drive the targeted traffic you seek to that website once it is up and running. Many will help you develop content that is likely to attract these productive incoming links, or may have other methods of helping you grow the number of incoming links to your website. It used to be that websites would trade links to each other in an attempt to game the system, but search engines soon grew wise and now typically discount or even disregard mutual links between websites. One-way incoming links are of the greatest value.

This is a brief overview of the SEO process and is by no means comprehensive. For fuller information contact an SEO marketing firm. Most will be happy to explain the process and the specific services that they can provide to your website.