Search Engine Optimization
What is Search Engine Optimization (SEO)
Search engine optimization commonly referred to as SEO is the methodology to increase the quality and and volume of traffic by making a website or web page visible to users of a web search engine such as Google, Yahoo or Bing.
SEO generally refers to improving the position of a website or web page in a search engine results page (SERP) for unpaid results and excludes listings that are paid for such as pay per click advertising campaigns available from Google and other search engines.
Using SEO techniques you can target searches for images and video as well as standard website content.
Good SEO will take into account how search engines work and their algorithms which control how results are returned based on the user query.
Every effort will be made to get the website as high as possible within the SERP.
One strategy that is crucial and this involves good design as well as good SEO is to ensure that the website is mobile friendly. All website owners require their website to rank high in SERP otherwise their products and services may be invisible to potential customers.
The SEO process
Before we can do any work on an SEO campaign we need to do a thorough analysis of our customers' business taking into account their products, services, area served, business strategy and and competition.
Part of this will include reviewing your website to see how your presence on the internet compares with your competitors. We need to do this before we can offer a strategy and it is worth noting that this analysis is not a 5 minute job.
Once we have decided on a strategy we can move to the next stage of the process.
A typical strategy will be to ensure that the structure of your site is optimised to be understood by search engine robots. We will ensure that the keywords that users would use to find your products and services are set up correctly within the content of your site.
SEO can be a complex process or it can be very simple once a strategy has been agreed.
Here's the challenge for you
Everyone wants their business to be on the first page of Google for free. The problem is that if you have a product that you want to sell nationwide it is going to be extremely difficult to do this via organic searches. If anyone tells you otherwise be very cautious of their advice. It can be done but there are a number of factors that need to be taken into account such as your product, your market place, competition and effectiveness of your website.
To give you an example of what we mean by this lets assume you sell garden sheds and will deliver anywhere in the UK. Someone looking for garden sheds would typically enter garden sheds into their search engine. They may enter a geographical reference such as near me or the town where they live.
Google will typically return around 17 listings. It is likley that at least seven of these will be paid adverts. There will also be in the search results what we call the Google snack pack which is local listings on Google my Business. Of the 10 organic search results you can assume that 3 or 4 will be companies like B & Q thus whittling down further your opportunity to appear on the first page for free. Statistically speaking most people find what they are looking for on page one...so we hope you can see what we are saying.
Despite what you may have been told you seriously need to consider having a sensible marketing budget if you want to sell your products on the internet.
It is possible to use Google adwords effectively and we have customers that do this. We can advise you on what you can expect in terms of search engine rankings and would put together a marking strategy for you.