SEO: What Is It?

One of the more oft-thrown acronyms in modern Internet advertising, SEO stands for Search Engine Optimization.  What does this mean, and how does it relate to the concerns of businesses looking to entice customers to take a pit stop on the Information Superhighway?

The crux of SEO is improving a website’s ranking in search engines.  For example, let’s say that a customer is looking to buy a tennis racquet but isn’t sure where he or she would like to purchase the racquet from.  He or she will most likely head to a search engine such as Yahoo, Google, or AskJeeves, and type in “tennis racquet.”

The site that pops up first after the potential customer hits the enter key has the highest ranking.  SEO’s goal is to propel your website farther up the rankings whenever customers are browsing the Internet in search of your company’s products and/or services.  The more highly ranked your company is in a search engine, the more likely you are to receive business.

If you look at the statistics, the importance of improving your company’s SEO becomes apparent: over 85% of traffic is directly generated from search engines.  No matter how big or small your company, no matter how large or small your market or how deep your pocketbook, improving your company website’s SEO is vital to your success as a business in the modern day marketplace.

There are two main ways that your company’s website can improve its SEO.   The first is through the actual structure of the website itself, in its coding.  The second is through the content of the website.  The alchemy behind adjusting a website’s overall structure and content to provide maximum SEO has evolved into what can seem to be a very daunting task, even for the most dedicated and energetic business owners.

Despite what seems to be an overwhelming amount of copy dedicated to SEO, what it is, and how to make the best of it, there are a couple of tricks that all experts agree are surefire ways to improve your website’s SEO, and make your company and its website get the attention it deserves.


Ever wondered why Wikipedia articles seem to be near the top of most Google searches?  Google puts a lot of emphasis on linking; particularly linking to what Google considers to be “authoritative” websites, of which Wikipedia itself is one.  If you read through a Wikipedia article, you will notice that Wikipedia links to itself constantly, offering the reader redirection to innumerable other pages within Wikipedia, as well as a plethora of links that will take the reader to pages outside of Wikipedia’s domain.

You may find it bewildering that Wikipedia is considered “authoritative,” since it has a dubious reputation of not being consistently correct.  Despite not being factually reliable, in the world of SEO Wikipedia is considered very “authoritative” due to the sheer amount of traffic the site receives.

Google takes notice of the consistent traffic that a site like Wikipedia creates, and the large volume of internal links it has ensure that the site racks up more and more hits as a reader peruses Wikipedia entries.  All of this traffic sends Wikipedia up to the top of the Google search results.

What does this mean for a business that’s not quite at Wikipedia’s stature?  Simple: internal links will raise your SEO.  The more content your site has, and the more opportunities you give a potential customer to click links inside your site, the higher you will raise in Google rankings.


Keywords, in the world of SEO, refer to what a potential customer is likely to type into a search engine box while looking for your company’s product.  In the aforementioned example of a customer looking for a tennis racquet, the words “tennis” and “racquet” were the keywords.  A website promoting tennis products might also want keywords such as “ball,” “net,” “shoes,” “bag,” “water bottle,” and “strings,” to feature in their website, to show up for customers searching for these other tennis-related products.

The thing about SEO is that it’s not merely about including the keywords in the content of your site: search engines also pay attention to where, exactly, these keywords are in your copy.  If you have a 300 word article about tennis racquets, the closer to the top of the article (and, indeed, it is best if they are in the title of the article) the vital keywords are, the more likely search engines are to pick up on them.

The importance of keywords and their placement in your site copy deserves special consideration.  Many times an unwary business owner will write whatever copy comes to mind and simply post it without much extra thought – but paying careful attention to the state and organization of your copy could make the difference between being on the first page of Yahoo search results, or five pages down the way.

How Can We Help?

Here at, we are experts at producing copy that will result in multiple chances to link within your site, as well as ensuring that your keywords are organized in a way to promote SEO.  Whether you already know which keywords you wish to promote or are unsure where to begin, we can assist you in maximizing your SEO at minimal cost.

In addition to our skill with SEO, we also never forget whom you are writing for: the customer.  At, we understand the joint importance of SEO and on maintaining professional and readable copy.  We understand that not only do you need to impress Google and Yahoo, but the customer as well!

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Amie Marse is the founder of Content Equals Money. She lives in Lexington, KY with her two dogs: Billie and Lily. She has been writing content for her web based clients since 2005. She launched Content Equals Money in Oct of 2010, home of conversion focused content writing services. She loves to chat about small business development and how to make content equal money!

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