Most people in business in Sydney will have heard the term Search Engine Optimisation (SEO) and will know that it has something to do with making your website more popular when searches are done. But what does it actually mean?
Definition: SEO relates to the marketing processes and strategies implemented to boost the ranking of a website when a search is done. Successful search engine optimisation will result in a website appearing nearer to the top of the results of a web search.
Why Is SEO Important?
The short answer is – people are lazy. The higher a website appears in the search results, the more likely it is that the user will select it. Research shows that out of the 3.5 billion Google searches conducted daily, 90% of users will click an option from the first page of results.
Therefore, to increase the traffic to a website, it essentially needs to appear on the first page of search results. Increased traffic generates increased leads which will ultimately translate to increased sales – which is the whole point of marketing.
How Is SEO achieved?
For a website to be included in search results, it will need to contain the actual words used in the search. These words are referred to as keywords. Keywords must include multiple variations on the description of the goods or services on offer. Each person searching will describe what they are looking for differently, so as many alternatives as possible should be incorporated.
Places to embed these keywords are the copy on each page, titles, meta descriptions, captions and URLs. Blogs containing variations of the keywords are another vital component of successful SEO. Research shows that companies that blog regularly get 97% more hits on their website than those that don’t.
Additional actions for SEO include addressing such things as load speed, crawl accessibility, user interface and enhanced user experience. And the digital landscape is forever changing. Search engine algorithms are updated, and the rules change. So, you are well-advised to hire a specialist whose job it is to be cognizant of the changes and shift tactics to address them.