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Keeping up with stories about legendary online entrepreneurs who hit the big time after getting a #1 rank in several popular search engines? You most likely wondered what it would take for you to achieve that elusive #1 spot inside search engine result pages (SERPs). Search Engine Optimization (SEO) plays a crucial role in ensuring that your business gets the best possible website positioning, which can lead to increased sales to your online company.

What is Search Engine Optimization (SEO)?

Search engine optimization is the method of modifying web page content and meta-information to improve the search engine ranking with the page. Meta-information includes certain HTML tags (title, heading, emphasized text, keyword and description 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 Search engine results on Sales

Internet general market trends 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 determine how effective search engine optimization can improve your revenues.

Three metrics must forecast online sales: the common ticket, the conversion rate, along with the amount of web site traffic:

1. The average ticket is the cost 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 (tens of dollars).

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

3. Conversion rate is the number of sales divided by the number of page views monthly, expressed as a percentage.

Here are an example. The Ultimate Taupe Widget (UTW) store has an average ticket of $25, a conversion rate of 2%, and gets 5,000 page views monthly. The estimated monthly sales are $2,500 ($25 average ticket * 0.02 conversion rate expressed as a decimal * 5,000 page views each month). Achieving a high serps will increase the number of page views, and so increase sales. In 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 provided that there is significant marketplace fascination with taupe widgets and your web site appears in the first thirty position in search results.

However, search engine optimization is not going to produce measurable results if there is very little demand for taupe widgets. The #1 spot browsing engine result pages isn't particularly impressive only if two people search for "taupe widgets" month after month. Role of Keywords in Search Engine Optimization

Keywords are words or phrases users provide to search engines to locate information. Search engines like yahoo examine page content to ascertain 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 a supply (number of search engine results) and demand (number of searches). The easiest way to enhance search engine rank is to select keywords which may have favorable supply-demand characteristics; that's, ones with a relatively sought after demand and a relatively low supply. It can be much more difficult to help the search engine position of your page on a high supply, competitive keyword.

Best keywords must be relevant to your products line, as well as your field. A #1 rank for "navy widgets" is worthless let's say you sell taupe widgets exclusively. A prospective customer will find your page, quickly realize that you don't sell any navy widgets, and promptly go elsewhere. In effect, the conversion rate for irrelevant google search hits is very close to zero.

Using Keywords Effectively

Selecting 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 a page.

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

The title tag should contain information that describes the page. If you do not operate a multi-national conglomerate that is already a family group name, your company's name is not a descriptive title. Most search engines like google use the title tag since the first line of your listing inside search engine result pages. Strive to help make your title tag say "click me" to some prospective customer. "Superior taupe widgets - 50% off every day" is a superb page title, while "Ultimate Taupe Widgets, Inc." is just not.

Incorporate keywords in the headings on the page, and also into emphasized sections (bold or large text). Although search engines are de-emphasizing descriptive meta-tags, include keywords inside them nevertheless. The description meta-tag should have an accurate description of your respective page, and the keywords meta-tag should have a set of keywords (separated by commas) that list key concepts mentioned for the page.

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