Imagine yourself as a potential customer. You access a search engine and type in some key words to find what you're looking for then you punch in: enter. You will know that your search engine will come back to you with 1,546,029 results. Now, as the potential customer, do you sift through all these results just to find one or maybe two companies that can meet your needs? Of course not!
According to online statistics, consumers only search the first two pages of search results, assuming that the top 20 companies in the results are the best fit for them. So now lets switch back to reality. You're the company, brand or business relying on these potential customers to discover how effective your services are, how cutting edge your product is, or how much money your business can save them.
If your website doesn't come up in the first 20 search engine results, where the eyeballs really are, it doesn't matter how great, fantastic or revolutionary your service or product is. The simple fact is, you will be relegated to the bleak and empty world of cyber limbo where you still exist but no one even knows you're out there.
Enter Search Engine Optimisation.
WHAT IS SEARCH ENGINE OPTIMISATION?
Search engine optimisation, also known as SEO, is the process of optimising a website in order to gain top positions on search engines for search queries relevant to your business. Optimising your website so that its highly ranked in major search engines will help potential customers or clients find your website and drive an increased volume of targeted traffic and potential leads and sales to your site.
HOW DO SEARCH ENGINES WORK?
It's useful at this point to explain how search engines work, as in order to understand SEO, you first need to consider how search engines rank web pages. The job of a search engine is to provide the user with relevant results based on the search query which they have submitted. It is in the interests of the search engine to return the most relevant results first, as a user will quickly tire of a search engine which consistently returns irrelevant web pages, and may go somewhere else for the information they need.
To do this, search engines send out programmes (sometimes these are called 'spiders' or 'robots') which 'crawl' websites to evaluate their content. The data is then collated and indexed by the search engine so that when a user types a search term into the search engine, it only needs to look through it's internal files to return results rather than searching the web.
The search engine will therefore rank the pages on your site based on how closely the data collected by the spiders / robots matches the user's search terms.
SEARCH ENGINE OPTIMISATION
Good, savvy Search Engine Optimisation is not an option in today's fast-moving markets it's essential: Over 90% of internet users finding the products and services they require through search engines with search engines driving more than half of online purchases. Therefore it is essential that your business ranks highly within search engines so that the maximum number of visitors and customers reach your website before that of your competitors.
Effective Search Engine Optimisation serves to achieve Four key objectives for your business:
At SEEN, we are fully aware we are only as good as our clients ROI. It's not just about rankings, or visitor numbers, but goals achieved. Everything we do therefore is focused, and measured on client ROI.
A GLOBAL MARKETPLACE
The Internet has no physical boundaries. From boutique businesses through to large organisations, SEO allows organisations to maximise their exposure globally across key search engines so that they can sell their products or services to countries all around the world and to regions throughout their own country.
LEVELS THE PLAYING FIELD
Small businesses have traditionally struggled to keep up with the larger organisations when it comes to marketing budget. Effective search engine optimisation levels this playing field so that even the sole proprietor can keep up with considerably larger businesses. By targeting specific and niche keywords relevant to your business, whatever the size of your organisation and marketing budget, you can generate highly targeted visitors to your site who are looking for what you are selling.