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When people ask me what I do for a living, the inevitable followup questions will generally  lead to long explainations that leave the inquery unsatisfied. Basically, my first response is “Internet Marking”, which leads they that inquire to further do so with a question along the lines of:

“What does that entail?”, to which I respond, “Pay Per Click, Social Media Optimization and SEO.” To this they ask, “What is SEO?” and I tell them “Search Engine Optimization.”

Even to someone who is computer and Internet savvy, when I try to explain the specifics, they will usually just nod and smile, but everything goes right over their head. This isn’t because they aren’t intelligent or able to grasp the concept of quality link building, but more due to the fact that SEO can’t really be taught to someone in a college course or a weekend seminar, let alone within the twenty minutes on average that these conversations will tend to last.

Like many Search Engine Optimizers, I was given direction during the course of my training, and the rest was self-learned. Sure, the advice of learned others will always benifit those that learn, and instruction can provide foundation, but SEO is always changing, because the “rules by which we must play” are always changing. SEO is not so much a science, but more a type of branding.

Just as a brand is an idea communicated to the target market which associates a name, slogan or idea with your company (and hopefully results in leads, conversions and sales), SEO is the branding of search engines. We use creatively implemented tools to leave an impression on bots that crawl the web, and encourage them to tell the rest of the world about our client’s product or service when they search for related terms.

So yes, while the results of Search Engine Optimization are the sum of links pointing to a site, as well as the quality, quantity and variance of those links, the idea is not so simple in practice. To do this job right, an SEO must be an architect of the Web, constructing a functional, yet appealing structure that serves a purpose and leaves an impression on our target audience, via search engines.

To learn more about branding your company name using highly effective SEO practices, please consult an Internet Marketing Firm like Reciprocal Consulting.

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