SEO, once a highly specialized task relegated to the back rooms of a website development team, is now a mainstream marketing activity. This dramatic rise can be attributed to three emerging trends:

• Search engines drive dramatic quantities of focused traffic, comprising people intent on accomplishing their research and purchasing goals. Businesses can earn significant revenues by leveraging the quality and relevance of this traffic for direct sales, customer acquisition, and branding/awareness campaigns.
• Visibility in search engines creates an implied endorsement effect, where searchers associate quality, relevance, and trustworthiness with sites that rank highly for their queries.
• Dramatic growth in the interaction between offline and online marketing necessitates investment by organizations of all kinds in a successful search strategy. Consumers are increasingly turning to the Web before making purchases in verticals such as real estate, autos, furniture, and technology. Organizations cannot afford to ignore their customers’ needs as expressed through searches conducted on Google, Yahoo!, and Bing.

Following are the value generating objectives of SEO

• Generating Traffic

  Content that is keyword targeted produces direct traffic to your website. Content provides great results in less time. SEO generates direct traffic to your website when your site is optimized for relevant keywords typed by user.

  Keywords should be unique, not common, because competition is very high for common and popular keywords rather than unique and different keywords.

• Branding

  Branding is less popular application of SEO. Branding means brand recognition or brand awareness among people. A website pages which are consistently at the top of search engine ranking get traffic, popularity and profit. There may be certain terms that are closely related to your brand that you want to dominate in the search rankings.

• Marketing

  SEO is also used for marketing the products and services of any e-commerce website. SEO builds customers and generates revenue for the e- commerce website.

• Ideological Impact

  Who want public opinion about their websites on a particular topic, SEO is very powerful tool to promote your ideas and content of your website.

• E- Commerce Purpose

  SEO drives relevant traffic to e-commerce websites, which boosts the sale of the products and services offered by the websites.

• Target Customers

  Define the audience that you are trying to reach. For example, it could be a specific income level, geographic area, or decorating style.

• Competition

  The competitive landscape is a major consideration in determining your SEO goals. Depending on your competitor’s product line and SEO strategy, you may have to make adjustments. If you are the market leader, you may want to fend off certain competitors. On the other hand, if the competition is firmly entrenched, you may want to focus on another segment of the market.

• Your Potential Customers Search for Your Products

  It is important to understand which search terms your prospects use to find the products or services that you supply. This involves mapping the actual search queries that your target customers use when they employ a search engine to find what they are looking for.