SEO – what is Search Engine Optimisation?

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n simple terms, Search Engine Optimisation, or SEO for short, is the term given to work carried out in order to improve the ‘Organic’ search ranking of a website and therefore the visibility of a business to potential customers. By ‘Organic’ results, we mean those that have not paid the search provider in order to advertise on the results page. Advertisers are identified by “Ad” markers. Although there are many search engines available, the most popular in the UK is Google. It’s therefore important to ensure that your website implements all the guidelines Google provide. Rather than thinking of SEO as a one-off exercise, the most successful businesses view it as an ongoing process of refinement and improvement that never stops. Imagine you had a large library of books and CDs. In order to easily and quickly find one you wanted, you’d need to have some sort of indexing system, perhaps alphabetical by author or subject. This is exactly what Google have created for themselves so that they can quickly and easily serve up results that are relevant to a users search term. If you want your website to be found easily by potential customers and rank highly in Google search results, then you need to take a look at what’s involved in SEO and implement these practices into your website.

Why is SEO so important?

Moving up just one or two places in search results can yield big dividends in terms of users visiting your site and therefore your chance to sell your service/product to them. Studies have shown that being listed in the top 3 results will typically account for over 60% of the traffic generated and results listed on page 1 will typically account for 92% of all traffic. Investing in optimising your site for search engines could make a big difference to your business. Imagine that you get an average of 10 hits per day on your current website, with half of those leading to a sale of £25. If you could improve your search engine ranking from the bottom of page 1 to midway up the page, you could expect the number of hits and enquiries to double. That would result in an extra £125 of sales per day, £875 per week and £45,625 per year. How much of a difference would that make to your business?

So how do you get started on optimising your website? We suggest you take a look at some of our blog posts to pick up some tips and tricks you can start using straight away in your web pages. Some of these are quick and easy, some take a little more effort and time. Remember though, every piece of advice that you follow will improve your website and search engine ranking. Before you start, you may want to use a free online tool such as Woorank.com, where you can generate a SEO score for your website that can be used as a benchmark against which you measure your improvement. The report generated by Woorank is excellent. It’s clear, with plenty of pointers and suggestions as to the areas you can improve and explanation of the technical terms used.

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