What is search engine optimization?
 Dmitry Yakovlev, DataArt
Site optimization is a number of actions aimed at enhancing the efficiency of a Web site performance. A Web site's typical functions include business representation and awareness (PR), sales (B2C), and potential customer leads (B2B). Consequently, the measure of the site's effectiveness corresponds to its visibility, sales volume and the number of generated leads respectively.
Often, site optimization is understood as promotion in search engines for a number of keyword phrases. However, simply getting a higher ranking doesn't solve a business task as it's only the first step on the way to a sale. After a user enters the site from a search engine link, you should provide him with a quick access to information sought. Convenient navigation, good content organization, easy search, and other usability issues play an important role. The next step is properly placing contact information. In other words, a Web site should provide several ways to establish a contact with company's representatives and to allow for feedback.
A full-fledged site optimization should include all three components above:
- Optimization for search engines
- Effective content organization and clear navigation
- Intuitive feedback mechanism
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