The Two Basic Kinds of SEO: a Primer for Small-Business Owners

Just about every small-business owner has, by now, heard of search engine optimization. The appeal of a high-quality SEO Service is obvious, because these experts promise to deliver natural, organic traffic to the websites of their clients. That, of course, can easily translate into improved levels of business, something that any owner of a small company can understand and appreciate. On the other hand, small business owners often have a harder time understanding just what SEO Optimization service is likely to consist of, and overcoming this deficit can be helpful in other ways.

At the most basic level, SEO entails tweaking and enhancing a website so that the automated tools used by Google and other search engines will decide that they are worthy of more attention. Successful SEO Optimization service will thereby cause the site it targets to rise much higher in the search results that Google and others return for particular queries, even to the point of taking over the valuable top spot on the first page.

In general, the particular tools and tactics that an SEO Company will employ to this end can be broken up into two basic types. To begin with, most experts will look into so-called “on site” SEO first, aiming to modify a website’s pages themselves to make them more interesting to Google’s automatic search crawlers.


This kind of work ranges quite extensively in terms of what it includes. Much of it will consist of relatively technical measures like tweaking hidden page tags and site maps, along with adjusting URLs to ensure that they will meet with the approval of crawler bots. On-site work will also typically involve making sure that pages contain keywords that accurately reflect their content and focus, so Google can categorize them appropriately.

Alongside this kind of work, most Search engine optimization service specialists will also seek to build up results of an “off site” kind. What this means in most cases is trying to acquire links from respected, valuable sites, as these signals are relied upon to a great extent in the calculations that Google uses. As with the on-site work that goes hand in hand with it, off-site effort can include any of a variety of tactics, with SEO specialists choosing among them as is most appropriate to particular clients.

Between those two basic approaches to the field, most of what an SEO expert has to offer will be covered. Conducted in a strategic way that aims at shoring up weaknesses and seizing any opportunities that arise, SEO can prove to be highly valuable to small businesses and their websites.

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