Search Engine Optimization

 One of the most important factors of digital marketing is the use of keywords in a search engine. This type of marketing is known as search engine optimization and is the main way that websites build the online presence. To get started, marketers gather up a whole lot of key words that relate to their product or service and then proceed to link it to their website. In order to generate the most clicks marketers try to make their key words as specific as possible. For instance, if a customer is searching for a place to take a vacation they might search the keywords "travel destinations" and get a whole plethora of results. For marketers this is a super general term and the results page for this type of search has very high competition. In order to get around the competition, marketers try to be very specific with their key words. For instance, another customer going on vacation may search for "vacation spots in Jamaica". This is a much more specific search for key words than the previous example. When a business specifies its key words and phrases to a narrow audience it is known as long tail marketing. The long tail refers to the very specific words and phrases that may target a smaller group of people who have interests in a special market. When search engine optimization is put to work in an efficient way the returns can be huge. Using specific words can drastically impact the popularity and production of the marketer's website.