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What is SEO?

That's a great question. Search Engine Optimization or SEO is not a mystical or complicated alchemy of guesswork and finger-crossing. SEO means using the experience and knowledge of how search engines work to help a site perform well in search results, leading to higher traffic and more leads for your company.

SEO is almost an art: some websites have mastered this art and consistently rank highly in search engine results. However, some websites continue to struggle with this concept, and even when a customer searches for a key phrase that directly relates to their business, their website will not even come up in the top 100.

Search Engine Rankings

Automated search programs like Google, Yahoo!, Bing, etc. comb through almost every site on the Internet, assigning each page a “rank,” based how authoritative and credible of a resource the page is. The pages with the highest “rank” are displayed higher in search engine results:  a crucial advantage.  

Sites who get high rankings have utilized “Search Engine Optimization” or SEO.  

Natural or "Organic" Optimization

“Organic” search results are the standard, non-paid search results.

Every second, the automated search programs or "spiders" of Google, Bing, Yahoo!, and other search engines are out crawling the web and indexing sites. Organic SEO means optimizing your site to make it easy for these “spiders” to read your site, understand its content, and be more likely to display your site in search engine results.

These optimizations we make to the site ensure that automated search programs don't encounter problems when indexing and ranking your website. These problems can result in poor page rank and search result rankings, which ultimately affect traffic to your site. Often, these problems are almost invisible, and only an experienced search team can detect the problems and understand what SEO steps need to be made to increase your site’s quality organic traffic.

When Upward Brand Interactions optimizes your site, we research your industry, check out your Google Analytics and use various keyword tools to understand the best keywords to target with organic optimization and PPC campaigns.


PPC ads are the links at the top and right sidebar of search results. The companies who place these ads pay the search engine only after the ad is actually clicked.

The advantage of PPC campaigns is their immediate placement. As soon as you begin the campaign, the ads are live and you are driving traffic to your site immediately.

Read more about Upward Brand Interactions' PPC search marketing campaigns.

Blended Search Marketing Approach

When starting a search marketing campaign, Upward Brand Interactions recommends a blended organic and PPC approach. Organic traffic increases usually take a few months before campaign efforts kick in, so a PPC campaign can suppliment site traffic in the meantime. The ultimate goal of a blended search marketing campaign is to gradually move towards an organic-only budget, focused on creating unique, search-friendly content.

To learn more about SEO, call Upward Brand Interactions today at 877.586.8021 and chat with a search guy. We'd love to talk to you, and we'd be happy to create a comprehensive site analysis and send you a proposal right away.