Search Engine Optimization (SEO) is a marketing strategy based on the way Internet users view search results. Similar to print advertisements, studies show that a user will scan their search results from left to right, top to bottom. The theory is that links placed first, or highest on the list will get the most hits. Therefore, SEO focuses on editing the content, keywords, and HTML coding of a website to boost its relevance to specific search terms in order to achieve a higher ranking within search results.

A few statistics to keep in mind…

The year 2008 is long gone, and in the past weeks Advertisers have been working tirelessly to set their objectives and budgets for 2009. Marketing professionals know that they need to keep their eyes on media trends, and increasing evidence shows that online advertising will continue to grow at a steady pace.

I recently started as the media coordinator at KaliAndrews Dance Company – a new dance school in Ottawa. Right from the start, I was faced with the dilemma of creating awareness and promoting the studio with little to no advertising budget. A series of press releases attracted some attention from the community newspaper and a local television station, but ultimately failed to make an impact on such a broad audience.