We’ve all heard the term Search Engine Optimisation (SEO) and if you already have a website, the chances are that you have been targeted by companies offering or providing SEO services and promising you the earth, at some point or other. So what exactly is it and why is it important?
In basic terms, SEO is the process of making your website more visible within the ‘natural’ or ‘organic’ listings provided by search engines. These are the un-paid listings that make up the bulk of the results you see when you search for a word or term. The reason why ranking high or being visible in the results that the search engines show for a given word, phrase or term is important is the same reason that you would pay for a shop in the centre of town as opposed to paying for a back street location – footfall. Irrespective of how cheap your products are, irrespective of how good your website looks or that you have fantastic customer service facilities … if the public do not know you are there, you just won’t get the custom. So, being sat on page 100 is a lot less attractive than sitting pretty at number one on page one – and there a lot of companies that will say that they can change your ranking status for the better … at a price of course!
The main search engine that we are all concerned about is Google, simply because that is the search engine that most of us use – but it’s not the only one out there and it does have competition. Other search engines may well work slightly different and put emphasis on things that Google doesn’t … meaning that to be successful in them – you may well need to take a more comprehensive approach, an approach that will work for multiple environments.