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What is SEO and why is it important? Search engine optimization is the process of using specific techniques to enable your website to rank highly on search engines as they are where the vast majority of internet surfers find their information. Google still reigns king of the search engines and the company uses a complex algorithm to calculate search results. And that mathematical formula changes often, keeping us optimizers on our toes! Yes, search engine optimizing has become a profession and optimizers spend a good chunk of time in research and analysis, keeping ahead of the curve in order to keep their website design clients on the top of Google, Bing, Yahoo and others.

There are only two ways to get to the top of Google. Pay Per Click (ppc) advertising or intense, continual optimizing. And yes, both cost you money as a website owner. While pay per click yields the visitors you desire, pre-screened of course, it can be a very expensive habit. And it’s a game gone wild sometimes as the competition for the top spots can turn into a bidding war. Often website owners lose sight of the goal, getting visitors, and get caught up in being Number 1 in the ads, which leads to astronomical fees.

The other way, continual optimizing, also costs, but it is tangible work with real world results. Getting on the first page of Google or other search engines, for far less financial outlay, means your website still gets the visitors, but without paying high bucks for each one. Remember, the pre-screened visitors may be interested in your product but they may not be in the final phase of buying. So the PPC dollars can bring the buyers in but cannot open their wallets!

The vast majority of buyers will research the entire first page of Google before committing to a purchase. So again, the PPC can land them on your site but you must also have a fully functioning site, aesthetically pleasing, easy to navigate … with great prices and great service.

In the end the decision is yours, PPC or SEO… but dollar for dollar, professional web design and optimizing will earn you a successful shopper experience every time!