Search Engine Optimisation (SEO) is a marketing strategy focused on growing the visibility of a website in organic (unpaid) search engine results. Search results are based on 2 factors: relevance and authority. How relevant are you to the user’s search terms and how authoritative is your brand? Your relevance is based on your website content and business location and your authority is based on your brand and it’s online presence.
The likes of Google, Bing and Yahoo! are the major commercial search engines that drive a majority of web traffic and although social media can drive traffic to your website, search engines still represent the primary method of navigation for most web users. This is true whether your site provides content, products, services, information or just about anything else.
Major search providers are always working to improve their technology, but there is a limit to how search engines can operate which means they still need help. Implementing the right SEO techniques can net you thousands of visitors and increased attention, however a wrong move can hide or bury your website in search results where visibility is minimal.
In addition to making content available for search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The internet is becoming ever more competitive and those companies who perform SEO will have a decided advantage in visitor numbers and customers.
Any good web design company will build you a website that is easily indexed and referenced by search engines and some of the other basic SEO techniques can be learned easily by business owners. However the world of SEO is complex and depending on your budget, commitment, willingness and the complexity of your website you may decide you need an expert to handle things for you.
If you use a knowledgeable, professional and results driven company such as ours to manage your SEO then this form of marketing can be more cost effective and lucrative than PPC campaigns such as Google AdWords or email marketing. Ideally the process should start with an SEO audit detailing your current position and outlining a strategy of how best to improve your search ranking.