By looking at the title of this post many of you would think of an ancient Indian board game. Yes, I was also one of those people who has played it throughout my childhood. But today i will use it as an analogy for a similar game on a different board. In this game your website is the Token, your competitors’ websites are the scattered snakes and numbered grids are the precious rankings with a difference of sequence as grid with the value (ranking) 1 is better than 100. This is known as Search Engine Optimization or simply SEO.
Search Engines are softwares which retrieves websites addresses for users on the basis of their search query. Now its not as simple as I have just explained but there is no point of explaining search engine algorithms. Yes they all have unique algorithms which makes them different from each other. Few famous search engines are Google, Yahoo, Bing, Excite and Aol. The point is to understand that these search engines have now become the Stock Exchange of internet and the only difference between this exchange and the conventional one is that people spend their time instead of money to identify (not to buy) something valuable. Most of the companies do want their stocks to be on the top but their approach is different as they do not follow a pattern or route to reach to that place. Search Engines do have defined criteria on the basis of which they evaluate website rankings. It is really hard to identify all the factors that might create an impact on the rankings but the least one can do is to understand the guidelines and try to optimize the website according to it. One important fact is that there is no guarantee in this business as it all depends on search engines’ algorithms, technological developments and company policies therefore its a ongoing process.
In my opinion I would say that it is important for small businesses like plumbers, dentists, freelance workers etc to understand the need of this marketing tool. Also it is not a day or a week task as it might takes months to gain recognition. This is the reason most small businesses lose interest in SEO and consider it as a waste of capital. It’s there choice and they have the right to invest anywhere they want but in near future they will understand that this is the ultimate marketing billboard and millions could stare at their product or service.