Search engine optimisation, also known as SEO – is the process of promoting web pages in the search results, it can also involve the optimisation of pages for the highest conversion rate possibilities.
Having your site appearing on the first page of results for the most popular search terms concerning your business can keep you in business. Generally people will not search for the company name in Google but rather search for phrases like ‘web hosting’ or ‘car sales’, when done correctly search engine optimisation (SEO) enables your site to appear under a wide range of search terms that relate to your business and generate sales.
Often when a company says “we will get you on the front page of Google!” they are referring to paid listings or AdWords. While AdWords do have their place and are a good way to generate focused traffic there is no better place to be than in the Organic results. See the diagram below for a layout of paid and organic results.
Search engine optimisation (SEO) incorporates:
Keyword analysis – Figuring out what your prospects are searching for, and which of those searches you want to rank well for.
Competitor analysis – Keeping tabs on how your competitors are ranking, and what search engine optimisation strategies they’re using to achieve that ranking.
Website search engine-friendliness – Ensuring that the search engines can access all your pages, and that they can read and understand all your content.
SEO copywriting, keyword density & meta-tags – Telling the search engines what you do, so they know which searches to include you in.
Link building – Proving to the search engines that you’re important, that you’re part of a credible network of sites.
Reporting – Tracking your progress – we’re accountable for your search engine optimisation (SEO) results.