Get found with Search Engine Optimisation (SEO)
The success of your website depends on your Search Engine Optimisation efforts as part of your wider digital marketing strategy
Organic search marketing, more commonly known as Search Engine Optimisation, SEO, or on-site search engine optimisation, is an ongoing and extremely important online marketing activity whereby certain on-site and off-site elements of your website, along with high quality content, are modified according to the constantly changing search engine standards. If Search Engine Optimisation is done properly then it is a highly rewarding and very effective online marketing activity.
Search Engine Optimisation has the primary goal of positioning websites as high as possible on Search Engine Result Pages (SERPs) based on the input search engines receive from people searching certain keywords or keyphrases. Your main aim is for your website to rank as high as possible on these SERPs because without strong SEO rankings your website does not exist.
Why do you need Search Engine Optimisation?
If done properly, search engine optimisation, SEO, allows you to generate more visitors and leads through high search result rankings. SEO also gives your brand online credibility along with the opportunity to ‘sell’ your products or service around the clock. Along with proper SEO comes the need to accurately track visitor behaviour and online performance with SEO analytics. This form of analytics is aimed specifically at analysing website information with the ultimate goal of tracking performance for accurate decision making and sounds strategies.
A major advantage of Search Engine Optimisation, is that organic search results are more trusted by searchers than paid search marketing results. Most people now days are clued up enough to realise that Google (and other search engines, such as Yahoo! and Bing) have a say in what shows up in their paid search results (PPC Ads). It is also a known fact that organic search results attract more attentions from searchers than paid search results.
Search engine result pages (SERPs), which are all the results that are listed based on user input on a search engine, are free of charge to your business outside of search engine marketing costs that would be required to get your business listed there in the first pace. A very popular tactic in the search industry is to utilise paid search as a bridge to cross the lack of current rankings and online visibility.When your listing gets onto the first search result page, through efficient and correct SEO practices, you no longer need to utilise paid search marketing to get seen. Alternatively, paid search can be applied to other areas that may not have the desirable rankings until those too have built up their rankings.
When done properly, results from search optimisation have a long-term effect. This means that short term bridging costs mentioned above can be reduced as organic search rankings, which are more credible than ads, are consistent. By minimising ongoing high advertising spend towards a lower and more sustainable organic ranking, the total cost of being found online are lower.
It is a common saying that there is no point having a website if it cannot be found. This is common as it is incredibly accurate. Many company’s pay an exorbitant amount of money to get the best looking and most trendy website design, but that cost and design is quickly reduced to nothing if there is a lack of online presence and/or very weak organic search presence.
The first step in getting more people onto your website is ensuring that your website if fully optimised according to the latest SEO principles with clean code so that you can see increased enquires and ultimately higher sales.
When you visit a website you only see the pretty pictures and text that is front of you. Most people visiting your website are not aware of the coding complexities that happen in the background for every search query and click of a button. To make sure search engines and website users get the best possible experience, it is crucial that all elements of the website come together to paint a single coherent picture of the business, its’ principles, products or services.
People trust search engines to deliver them with the content they are searching for. By adhering to SEO principles and getting the search engine results your brand will in turn become trusted by ranking high and search results – ultimately building brand credibility.
This may seem like a simple process, but there are many technical aspects that need to be emphasised and adhered to to ensure that your website meets the mark and has the desired rankings and high rankings contribute hugely towards increased brand credibility.
When search engine optimisation is done property as well as maintained and updated in accordance with search engine updates, you will see a definite increase in online traffic. Results are not immediate, but the long term efforts are worth the wait.
There are quicker options such as pay per click advertising but SEO has a long term and lasting effect on search traffic, which ultimately has an effect on your bottom line as increased visitors more often than nor result in increased sales.
Search engine optimisation and the organic search results it renders have a much higher ROI than other online advertising methods. The reason for this is that you are not paying for your search result listings to appear as they are a result of best practice and dedication.
Google is by far the most dominant search engine platform. Google regularly posts algorithm updates that include penalties for incorrect set-up and configuration. Make sure you your website is set up in such a way that your risk of penalty is severely reduced so you can enjoy ongoing online growth.