What is SEO?
SEO or Search Engine Optimisation is a technical term given to the process of improving the search engine rankings of your website. Search engines provide links to websites they consider relevant and authoritative that match the user’s search query.
There are a number of search engines including Yahoo, Bing and YouTube, but the search engine that most businesses want to rank highly on is Google. Recent reports suggest that 77% of internet searches are made on Google.
The more ‘authority’ your website has the higher you will rank on the search engines. Authority is mostly measured by analysing the number and quality of links from other web pages. In simple terms, your web pages have the potential to rank in Google so long as other web pages link to them.
Building high quality links should be a key part of your SEO strategy.
Why is SEO important?
The top three spots on Google organic get over 60% of the search traffic so this should be the ultimate objective for your SEO campaign. A good SEO campaign combines best practice techniques with a process of testing and refinement to slowly move your keywords from being indexed, to the first page and finally into the top three.
The higher up you appear in the search results the more brand awareness you will generate and the more traffic your website will receive. This should lead to an increase in sales and is the number one reason you should invest in improving your search engine rankings.
An integrated search marketing campaign combines the longer term results of SEO with the immediate impact of a PPC campaign. Paid search, commonly known as PPC (pay-per-click), refers to the adverts which appear at the top and bottom of the search results pages which you pay for.
Although PPC offers instant exposure for your company it comes at a price premium. Steadily improving your SEO rankings will allow you to reduce your paid advertising spend over the long term and build a sustainable stream of organic inbound traffic.
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