It's all about bringing targeted traffic and visitors to your site for your niche. Not only that but it is often one of the least costly kinds of advertising even if you hire an expert to do it for you.
For example a Toronto search engine optimization company may charge a few hundred dollars a month for their services. In comparison you would easily spend upwards of a thousand dollars trying to get similar results from paper ads. And optimizing your site can give it much a broader exposure.
You don't always need to hire an expert because you can do a number of things yourself if you are willing to put in the effort.
Before you even begin to optimize your site you need to think about which keywords you wish to rank for.
Think like a customer to discover keywords phrases they might use to find a similar product or service. The more you can think of the better. These may then be plugged into on-line tools like Google's keyword research tool or on sites such as Wordtracker or Wordze.
These sites can give you an estimate on how often these terms are searched for. If you find some terms that have a great number of monthly searches then it is a good indication that being on page one for that phrase could equal a large number of site visitors.
Remember that frequently the keyword phrases with the most amount of searches are often the most competitive also. That does not mean that you can never rank for them, only that it may take quite a lot of time.
A good strategy is to select a mix of difficult and easy to optimize terms. This will help get you a short term and long term focus.
The content contained on the pages of your site should be your next focus.
Try to use your chosen keywords into the various web pages. Despite the fact that one of the reasons for using your keywords in your site is for the search engines don't forget that actual visitors will be viewing it.
The greater the number of pages you can add to your site the better. Every time you add new content you are attracting the search engines to frequently return and reindex your web site. This can increase the chances of getting you to page one for many more terms than the ones you are specifically focusing on.
Finally comes what is definitely the most critcal part. Every time another site points to your web site you are one step closer to being on page one. That does not mean getting just any kind of link from any site. They need to be from sites that are of the same theme to yours.
For example if your site is real estate oriented site then you will need to have a real estate search engine optimization strategy. This may include getting links from various real estate agent sites, blogs, or anything related to that topic. You should be more concerned with quality, not just quantity.
One of the premier ways to accomplish this is with article marketing. You create content in the form of articles. These can then be submitted to various directories for inclusion like Article Alley. Your site will get a link pointing back to it in return for handing out free content. This is step you should be doing a minimum of once a week.
You will slowly begin to see your site's traffic and ranking soar. The greater the time period you optimize your site for the better your results will be. It could take some time and work however it is well worth it.
About the Author: Stefan Hyross publishes information for the Toronto search engine optimization company WebClimb. Specialists in real estate search engine optimization techniques. Visit the site for more information, news and tips.