There are many unique and creative ways that large corporations attempt to create brand recognition. Even when smaller businesses do not have a budget large enough to accommodate an elaborate marketing and advertising campaign, they can utilize other methods of branding their growing business. Search Engine Optimization (SEO) can create buzz around a company and drive traffic to relevant web pages to help inform the public about a particular product or service being offered online. The best part about understanding how SEO works is that it yields exceptional results and can be completely free, or relatively low cost if an advertising model is used in conjunction with a major search engine.

A few tips about navigating SEO theories and methods will help any business owner make their online presence known. Creating traffic to a particular page or website is only the first step, but it will not keep people on landing pages. Web developers and content providers have a major responsibility to create appealing and interesting websites that will maintain the interest of visitors who happen to stumble upon the page or who follow a web search engine to the landing page. In other words, potential customers will only visit a page without substance for about three seconds. In order to capture that possible base and ensure that visitors become customers, websites must be attractive, professional, and relevant.

Major search engines are constantly working behind the scenes, scouring the web for information, creating updates to the databases, and confirming accuracy of keywords and phrases. While some SEO companies may state that substantive webpages are overrated or even invaluable, experts disagree. New algorithms make search engines even more adept at seeking out overused keywords, core phrases, and other methods of creating falsely accurate search results. When businesses are using low level or inadequate methods of trying to achieve a coveted spot on the first page of search results, they run the risk of being flagged for review and possibly even elimination.

Companies who are attempting to increase traffic and visibility from links that lead the public back to their site should remember that search engines are designed to provide accurate results. A viable search engine must have a balanced approach to make it easy for businesses to advertise and to increase volume through genuine and useful content. However, the main purpose of a search engine is to produce helpful results that lead users to relevant sites based on their initial request. Organizing and displaying content that will capture the attention of an audience and also satisfy search engine requirements is a complex process that can be learned with practice and through trial and error. A focus on quality over quantity may seem like a slower approach, but will likely produce lasting success and more stable rankings than fly by night operations such as buying links back to a business website in order to create the perception of traffic.