SEO or Search Engine Optimisation is the process of improving the position of a certain website in organic, natural or unpaid search results shown by search engine giants like Google. The higher a website appears in a search result; more traffic will be channelled towards it and the number of leads increases.
By using SEO, we focus on making your website appear at least on page one of the search engine results and ideally in the first position. However, the number it comes up on depends on various factors. It is easier for a specialised service or a niche product’s website, in a specific geographical area, to show up on the first page if some basic principles of SEO are followed. On the other hand, for a product of a saturated market, for example, a mobile phone or electronic gadget, there is a tough competition to appear higher in search results.
By optimising your website to appear higher in the search engines you get an advantage over non-optimised sites and hence increase the chances of ranking at a better position.
How does SEO Work?
When someone enters a word or phrase into a search engine, the search engine uses a ‘crawler’ or ‘spider’ which goes out and gathers key information about all the content which can be found on the web. This information then goes through an algorithm which matches all the available data with the word or phrase searched for.
Keyword Rich Content
One of the basic strategies commonly used to optimise any given website is using keyword rich content. Search engine optimisation focuses not only on the quantity but also on the quality of traffic a website attracts. This strategy suggests that while writing content for your website, you must focus on choosing words and phrases smartly. Think up or look for specific words and phrases your potential customers would enter into a search engine to find what you are selling. The initial three things to do in this regard are to:
- Build an attractive website
- Ensure you use the right keywords which are popular in your industry
- Make your website and content easy to share
These are tried and tested techniques to generate and increase traffic on any website.
SEO has been widely used as an online marketing strategy for the past few years. The techniques used for SEO are sound and effective and work very well. As long as the focus is on optimal user experience while performing methodical SEO strategies, the results would be great.
There is a vast number of ways in which SEO can benefit your business. Here are a few of them:
An Increase in Web Traffic
SEO strategies aim for a website to appear at least on the first page of a search engine result. The reason for this is that the majority of impressions and clicks are received by the websites listed in the top few positions meaning a significant increase in web traffic to your website. By using specific SEO techniques, you can also create informative and keyword relevant title tags and meta descriptions which show up in the search results. A website which uses optimised tags and descriptions tends to increase its click through rate which in turn helps to increase qualified web traffic.
Search Engine Optimisation is one of the most cost-effective marketing strategies as it is aimed at those online users who actively search for the products and services you sell. The leads generated by cold calling cost 61% more than those generated by a strategy like using SEO. Another added benefit of SEO is that the web traffic it brings is more qualified leads than any other strategy. For a business, this means saving more money.
SEO Makes a Website Easier To Use
For the purpose of making a site easier to navigate for the search engine crawler, SEO rearranges the site’s architecture and builds links within the website. As a result of this, it becomes easier for users to browse through your website and find information.
Creates Brand Awareness
By having your website ranking amongst the top positions, you get to create more impressions. This results in more exposure for the website. Also, by being on the first page for keywords related to your industry, your customers tend to associate these keywords with your brand. It leaves them with a good impression and creates trust. As a result of all this, your target audience is able to relate better to your brand.