There are two common ways to get your website listed on the top pages of the search engines; via Search engine Optimization (SEO) and Pay per Click (PPC):

1. Search Engine Optimization (SEO) results in free, organic and natural website listings on the search engines.  You will find these listings in the center pages of search engines.

2. Pay Per Click (PPC) results in sponsored listings in which you pay to be listed top and right side of page.  The search engines charge you every time someone clicks on your website.  These charges add up!

For this article, we are going to concentrate on #1 Search Engine Optimization (SEO) and how to increase your websites chances of getting listed on the top pages naturally and organically instead of paying per click. 

SEO starts with your website content.  There are many aspects about your website that will affect whether your website can be found on the search engines naturally.  One important point to consider is content on your website.  For getting listed higher in search engines, "Content Is King".Your web design should emphasize content (text and not photos). Content on your site is one of the most important factors for successful search engine optimization. Your web site should provide valuable information on specific subjects relevant to your web site. While a picture may be worth a thousand words, a search engine is trying to classify pages by content text and not by images. For example, If you are a Chicago Meeting Venue, and you have an opening page with a beautiful picture of your meeting venue and only a word of text saying "Welcome" then this page will not rank high in searches for Chicago Meeting Venues. 

Your web pages should be built around targeted industry keywords and phrases. Search engines are trying to figure out what your site or your particular web page is all about.  On your website, include keywords and phrases in your content about your business.  For example, if your business is a "Chicago Meeting Venue", use these keywords on your website.  In addition, include these keywords in your title and meta tags:

Here's a tip: ask your web designer about title and meta tags and have them place these on your website for you).

I prefer search engine optimization (SEO) vs. pay per click advertising (PPC).  Research shows that most people find organic listings more credible, however, most marketers think pay per click (PPC) on the search engines as their first and only option.  Adding keyword rich content to your website is much more cost effective than spending thousands of dollars on keyword buys.  In researching this article, if you are currently buying keywords, click fraud was cited as running anywhere from 2.0% to 35%.  According to Search Engine Watch, the source for search engine marketing, Google recently agreed to $90 million settlement in a class action lawsuit over click fraud.   Buyer Beware. 

Here's a tip: Instead of PPC, try adding some targeted keyword rich content to your website and increase your chances of being organically and naturally listed high on the search engines.

Article by: Jim Grillo, CMP

Search Engine Specialist/Speaker

Hereschicago.com, Chicago's Online Resource Directory for Business, Meetings and Special Events.