Search Engine Optimisation or SEO is all about optimising your website so that it moves up the search engine ranks. Search engines all contain algorithms that crawl through the millions of web pages on the Internet to find the best match for the user’s search. The search engines do not share the criteria with the public. They constantly change them and there are dozens of them.
What we do know is that the number one criterion is relevance, as determined by the keyword or keyword phrase. It is therefore imperative that you choose your keywords and keyword phrases carefully so that your website can rank.
But this is not the only criterion. Another important one is authority. Domain authority is achieved through backlinks from quality sites. Quality sites will only link to your site if you have compelling content.
Research has shown that users typically look no further than the first page when searching for a product or service. What this means for your business is if you’re not on the first search engine return page SERP, you will not get the traffic off the Internet that you deserve. This is a lost opportunity.
SEO specialists analyse search engine data and follow trends to develop best practice. They specialise in developing website architecture and in choosing and applying the most appropriate keywords and keyword phrases.
Once your website goes live, they use analytics to understand the metrics. They use this information to make adjustments and measure again.
SEO is relatively inexpensive because the initial outlay can be seen as an investment. The return on this investment is increased traffic, increased sales and increased profit. If you are not investing in effective SEO but your competitors are their websites will attract most of the traffic and the sales.