In-House SEO: Taming the Challenges to Win in Search

Search Engine Optimization (SEO) is the art and science of improving the visibility of a website or a web page in search engines via the "natural,” “unpaid,” "organic," or "algorithmic” search results.

SEO considers what people search for, the actual search terms or keywords typed into search engines, how search engines work, and which search engines are preferred by their target audience. There are no guarantees with SEO, but businesses cannot ignore the power of search engine marketing if they are going to effectively compete on the web.

Implementing SEO programs successfully at a company requires a solid strategy, the right tools and data, and continuous evangelism. To some degree, every ...

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