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Search engine optimization is described as an end in itself by many web masters, but it's best viewed as part of a total view of the product, the targeted audience and the search engine algorithms.

Increases traffic

The basis for all revenue on your web site is that you get customers arriving at your site from search engines or from other sources in great numbers. It seems a simple concept that the more traffic you have, the more likelihood that some of the visitors are going to purchase your product. Search engine optimization helps increase the traffic, because the techniques utilized correctly help to improve your visibility on the search engine results page. Used correctly, SEO techniques make your page move to the top of the list where visitors are more likely to view and use the link.

Improves your page ranking

Search engine optimization techniques will do just as the name suggests--optimize the appearance of your business web page so that search engine spiders will view it more favorably. Because your page ranking is reflected by how high on the list your page appears when the search engine results are returned to those who have placed a search query, the goal to improve the page ranking of your web page is of key importance. Using keywords in a way that optimizes the algorithm factors set by the search engines will increase your ranking in most instances.

Gives you a better web page

Search engine optimization improves the over all design of your web page, since you must think about how to make best use of product descriptions, information and visually appealing factors in the design. It's easy to type in a few words about your business, add some dancing teddy bears and a lot of bold letters, bright colors and exclamation points, but this can have a negative effect to a person looking for genuine information about a product or service. They may stay only long enough to see that there is no meat to your web page. You would be better to have fewer frills and more genuine information.

Focus your thinking

In the course of reviewing possible keywords describing your product, thinking about images that you use and deciding how best to place those on your web site, you will often find a clarity of description and more focused information on the web site. This is the result of actually spending some time thinking about options in the way things are presented. Web sites that are the result of search engine optimization show evidence of careful planning, good knowledge of the product and careful marketing techniques.

Helps improve conversion rate

When you have effectively used search engine optimization techniques on your web site, you will also have a web site that is good for people. Since people look at web sites, information that is interesting and cogent will help the visitor decide either to return to your site for more information, or to purchase the products that you offer on your site. Even if you get many visitors from search engine queries, the revenue you receive will only occur when your visitors like what they see and purchase the products available.