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What's stories about legendary online entrepreneurs who hit it big after getting a #1 rank in a number of popular search engines? You almost certainly wondered what it would take for you to achieve that elusive #1 spot inside the search engine result pages (SERPs). Search Engine Optimization (SEO) plays an important role in ensuring that your business gets the best possible website positioning, which can lead to increased sales for the online company.

What is Search Engine Optimization (SEO)?

Search engine optimization is the method of modifying site content and meta-information to improve the search engine ranking from the page. Meta-information includes certain HTML tags (title, heading, emphasized text, keyword and outline meta-tags), as well as the internal (links between pages about the same site) and external (links between pages on different sites) link structure of the web site.

Impact of High Serps on Sales

Internet survey estimates that between 70% and 90% of online shoppers use search engines to find a specific products or services. Let's examine factors that influence sales to find out how effective search engine optimization can boost your revenues.

Three metrics are required to forecast online sales: the normal ticket, the conversion rate, along with the amount of web site traffic:

1. The average ticket is the sum of money spent by a customer with a typical transaction. Computer and electronics stores have high average tickets (hundreds or thousands of dollars), while bookstores have low average tickets (many dollars).

2. Web Site traffic is measured with the number of site visitors, typically expressed since the number of page views a month.

3. Conversion minute rates are the number of sales divided with the number of page views monthly, expressed as a percentage.

Consider an example. The Ultimate Taupe Widget (UTW) store posseses an average ticket of $25, a conversion rate of 2%, and gets 5,000 page views each month. The estimated monthly sales are $2,500 ($25 average ticket * 0.02 conversion rate expressed like a decimal * 5,000 page views each month). Achieving a high serps will increase the number of page views, and so increase sales. With this example, if traffic doubles to 10,000 page views monthly, UTW's monthly sales should (approximately) double as well (to $5,000).

Understand that a high search engine rank will make a measurable increase in traffic as long as there is significant marketplace interest in taupe widgets and your web site appears in the first thirty search engine.

However, search engine optimization is not going to produce measurable results if you find very little demand for taupe widgets. The #1 spot looking engine result pages is not particularly impressive if only two people search for "taupe widgets" monthly. Role of Keywords in Search Engine Optimization

Keywords are words or phrases users provide to find engines to locate information. Search engines like google examine page content to discover whether a specific page is relevant for a particular search word or phrase. Thus, effective keyword selection is probably the cornerstones of search engine optimization.

Each keyword is seen as supply (number of search engine result pages) and demand (number of searches). The easiest way to boost search engine rank is to select keywords which have favorable supply-demand characteristics; that is certainly, ones with a relatively high demand and a relatively low supply. It is much more difficult to improve the search engine position of a page on a high supply, competitive keyword.

Best keywords must be relevant to your products line, as well as your line of business. A #1 rank for "navy widgets" is worthless if you sell taupe widgets exclusively. Any customer will find your page, quickly learn that you don't sell any navy widgets, and promptly go elsewhere. In effect, the conversion rate for irrelevant google search hits is very incredibly low.

Using Keywords Effectively

Choosing a set of target keywords may be the first step in search engine optimization. The next step is using them in your body, title, headings, and meta-tags of an page.

Include the target keywords inside the text of the page. Don't drink too much, though --- the keywords should fit smoothly to the surrounding text. Engines like google use several processes to detect excessive keyword density, or lots of keywords stuffed into hardly any supporting text, and may reduce the rank accordingly. A page has too many keywords if they interfere with the general flow in the text on a page and appear to be glaringly out of place

The title tag should contain information that describes the page. Until you operate a multi-national conglomerate that is already a household name, your company's name isn't a descriptive title. Most search engines like yahoo use the title tag because the first line of your listing inside the search engine result pages. Strive to you could make your title tag say "click me" to a prospective customer. "Superior taupe widgets - 50% off every day" is a good page title, while "Ultimate Taupe Widgets, Inc." just isn't.

Incorporate keywords in the headings on the page, along with into emphasized sections (bold or large text). Although search engines are de-emphasizing descriptive meta-tags, include keywords within them nevertheless. The description meta-tag must have an accurate description of one's page, and the keywords meta-tag should possess a set of keywords (separated by commas) that list key concepts mentioned on the page.

Understanding the basics of search engine optimization is an important first step in creating an optimized, well-positioned web site.