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“Search engine optimisation” or SEO for short, is the practice of improving your website to make it more visible in search engine results such as Google or Bing.
In short, the higher your website appears in organic (free) search results, the more people will see and therefore click on your website listing. The first position on a SERP gets around 30% of all clicks, but this percentage drops sharply the further down the page you go. Less than 1% of users even bother looking at page 2. Focusing on SEO and improving your ranking can therefore have a huge impact on your company’s visibility.
Unlike paid listings, which are determined by ad-spend and bidding criteria, organic search results are chosen purely based on the relevancy, authority and customer experience of your site.
Search engines evaluate these factors by visiting sites using web crawlers often referred to as search engine bots or spiders. These bots will navigate through your website with a fine tooth comb. They’ll follow every link made available, storing information about each page in a central database known as an index. This information is then evaluated against a set of criteria, known as ranking factors, to assess the quality of your site relative to other websites within its index and is ranked based on that scoring.
As the web has become more advanced, search engines such as Google have taken to using external sources to evaluate quality too. Tools such as artificial intelligence and machine learning now play a big role in how content is evaluated, helping search engines provide visitors with the user experience.
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WHY IS SEO IMPORTANT FOR BUSINESS?
Google has long-been the number one platform for customers to research and find products. In fact, in 2020 it’s estimated that 68% of online experiences began with a search engine (BrightEdge). Research also shows that SEO leads have a close rate of 14.6% compared to 1.7% for outbound marketing such as direct mail.
Customers do more research than ever when buying a product and the most common place for them to start that research is Google. Investing in SEO will help your brand be part of their research. This helps guide customers to your website while also enhancing brand visibility and improving your site’s authority.
The goal of Google and other search engines is to provide customers with relevant, high-quality content backed by a solid user experience. Investing in optimising these things will not only benefit your rankings but improve user experience across all digital channels.
Whether your business is Fortune 500 or a local retailer, search engines provide the basis of how customers find you. SEO can help you find local customers looking for a new place to eat or market your products to thousands of people globally.
It’s true SEO may not always provide immediate returns. However, unlike paid media channels,the investment isn’t tied to user numbers or ad-spend and therefore will continue generating traffic and sales indefinitely.
In this series we’ll show you to create a comprehensive SEO strategy, tackling core ranking factors across all aspects of SEO. We’ll help you build a tailor-made strategy that’s right for your business and build the confidence you need to push your business to the next level.
Reach out to one of our team to find out we can help you achieve your goals.
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