Search Engine Positioning

If you're a marketer or advertiser, you're well aware of the art and science of brand positioning. A brand is the deliberate development of mental and emotional associations to a product that an advertiser creates via advertising media. The product/service becomes known for this reputation.

Search engine positioning has some similarities to brand positioning in that the keywords used on a site will invoke certain beliefs and attitudes in a visitor's mind. However, search engine positioning really refers more to a technical strategy of using certain keyword phrases strategically. The customer in search engine positioning is a search engine robot. Basically, search engine optimization is about speaking in a search robot's language and about making your site really attractive to the robots. Positioning is the strategic goal of the optimization.

How Your Site is Positioned

In search engine optimization proper, there is no emotional associations. It is simply a cut and dried arrangement of links and keywords, artfully implemented both on your site and on others who link to your site. When done well, your site will come to be most representative of a particulary keyword phrase. Your site is positioned front and center to be the top ranking, most relevant site with respect to a keyword phrase.

Your SEO specialist will develop or modify your Web site content and linking so that your site resonates to a particular keyword phrase or numerous keyword phrases. Links on other topically relevant sites are designed to increase your site's reputation as the top site on that topic. The most skilled SEOs know how to optimize for numerous keywords simultaneously.  The advantage of this is that you're being positioned in front of a variety of different types of customers.

Keywords Represent Customers

Searchers use certain keywords because they represent the values and benefits they're seeking. Not all customers seek the same benefits and your products and services may have multiple uses or benefits to offer. An SEO for instance offers keyword research, marketing research, copywriting, link development and management, content development and knowledge of search engine algorithms.  Numerous clients come to this site to find different types of assistance with their sites.

By ranking for numerous top search engine optimization phrases, an SEO company can position your site in front of a wide array of executives, designers, marketers and other key decision makers in a company. A further benefit of SEO services is that a single customer may use a variety of keyword phrases, and if your company was ranked near the top on each different phrase, you would gaining more impressions and increasing awareness of the full value of your services.

The chart above shows how SEO companies try to position their own services. Some have strengths in particular aspects of SEO and will prefer to specialize in services. There are link builders, content developers, algorithm experts, and experts who can position a site for numerous phrases. Most SEO companies try to handle all functions.  Customers looking for link building are different than those seeking on-site optimization.

Branding & Search Engine Optimization

A select few SEO Companies can actually can fuse innovative internet branding with search engine optimization. For major Internet Marketing Campaigns, Brand Identity Guru has integrated content development, Flash animation, Video presentation, and other communications formats to create powerful search engine optimization services.

Text Link Advertising

Even if you're buying text link advertising, you still need your Web site optimized. Your site needs to synchronized with those inbound links.