What is Search Engine Optimization (SEO)?

As of mid-2010 it was estimated that there were over 239,893,600 Internet users in the US alone. SEO has therefore become a critical component of the online success of many businesses. Racing River can help you develop a campaign that is right for your specific business and budget.

The objective of SEO is to get your website highly ranked in the natural or "organic" section of search engine results. Being listed near the top of natural search engine results is a good sign to consumers that the products or services they are looking for will be on your Website. Its safe to say that unless your site is on the first several pages of search results, your customers are not likely to find you.

Racing River Includes Basic SEO In All Its Websites

Unlike many Website developers, we build-in basic "Search-Optimizing" features in every site we create. The proper use of keywords and phrases in page section titles and text and use of HTML tags help search engines determine that your web pages are best connected to the search terms being used. And, a Site Map page on your site ensures all the important pages on your website can be found by search engines. We call this aspect of website programming Basic SEO and its a good start to improving the ranking of your website by the search engines.

But, what do you do when your search ranking is no longer on the first page? Often its because of factors outside your control. For example, competitors may improve their SEO, search engines may change the algorithms used to rank your site (Google just did this in early 2011), and other sites may increase their ranking by obtaining more backlinks from authoritative sites. In short, the Web changes and grows over time and your search ranking may be affected.  Your website SEO needs to be monitored and updated to address these external changes. 

Racing River recommends a review of SEO and ranking every six months.  Give us a call or email and we'll be glad to provide a review and our recommendations for improvement.

Advanced Search Marketing - Social Media, Pay Per Click Advertising plus Basic SEO

Getting your site ranked highly by diligent SEO is essential for established businesses.  But, for a new business or for a website that needs a boost in visibility, paid advertising can help. Paid advertising also known as Pay Per Click (PPC) ads appear in the "sponsored listings" displayed at the top and side of search results pages, above the natural or "organic" results. Because we read from top to bottom, left to right, it pays to have your link as close to the top of the page as possible and PPC ads help you achieve this.

PPC advertising can fit the budget of most businesses by careful selection of keywords and phrases that are most likely to result in click-throughs to your website. Google and Yahoo have Ad programs that can be tailored to your business.

Social media have become the newest form of search marketing. Having an effective blog or Facebook page can greatly increase traffic to your website. Racing River can create a Wordpress blog site with the look and feel of your website, or create a completely different theme.  Facebook sites are one of the most effective traffic generators and our colleagues at To The Point Marketing (www.ttpmarketingsystem.com) can help.

Contact us for a fee consultation to help you find the best mix of PPC and Basic SEO for your business at or call us at (978) 270-6877 to schedule an appointment.