SEO, Search Engine Optimisation.
What is SEO, Search Engine Optimisation?
Three little letters, SEO, but yet so vitally important to your Digital Marketing success.
In a nut shell Search Engine Optimisation refers to the multitude of processes that website designers follow to ensure your prospective clients find and visit your website before that of your competitors.
In Ireland we are primarily concerned with ensuring effective SEO for the Google search engine, Google currently processes well over 90% of online searches carried out in Ireland.
Google uses pieces of software called bots that crawl the internet following links from page to page searching for websites and new pages of content. Google will then "read" the pages and place them in it's index.
Google's algorithms will then decide how and where these pages should be served up to users in search results, Google will monitor the users interaction with these pages and amend the search rankings accordingly.
Search Engine Optimisation can be divided into two parts.
On Page Optimisation, these are the things the site visitor sees, the text, choice of words, how many words, placement of text and headings etc
Off Page Optimisation, these are the things that the user does not see, but Google does, URL names, title tags, page descriptions etc.
What is involved in SEO?
Google currently ranks your website according to over 200 different ranking factors.
Google is constantly updating it's search engine algorithms in order to provides it's users with better search results.
Google's algorithms are becoming more and more complex in an attempt to become more "intelligent" and "intuitive".
Gone are the days of simply stuffing your website full of specific keywords and getting a high ranking, you will in fact be penalized for "Keyword Stuffing", Google stresses the importance of good quality content designed for humans and not machines as a major ranking factor. Their reasoning being that if a lot of people are visiting your site, reading multiple pages linking to and spending time on your site then it must be good
SEO, search engine optimisation, is NOT a once off issue but an ongoing process.
Any website that is not monitored and managed on an ongoing basis will become outdated and drop down the rankings resulting in lost revenue for your business.
Why you should invest in Search Engine Optimisation!
As a modern business your website is one of your more important sources of generating revenue.
We are surprised to see how many businesses have very poorly optimised websites, or no website at all.
The way that people find products and services has changed dramatically over the last decade, especially with the younger generation and early adopters using smart mobile devices.
Gone are the days of using books like the Yellow Pages, if we need to know something now we just take out our smart phone, hop on Google, type in a few words and we have our answer within a second.
If a prospective client is looking for a product or service your company offers, but your company website is not ranking in the top positions on Google results it's very unlikely you will get that business.
Research proves the importance of having a high Google ranking for your business. Exact figures vary depending on industry and the nature of the Google search, but on average position one on Google search results gets 40% of the traffic, position two gets 15%, position three gets 10%, four gets 8% and five gets 6%. The top five positions get around 80% of the Google traffic which leaves mere scraps for everyone below these rankings.
The drop off in traffic depending on ranking is even more noticeable on mobile devices which offer very small screen sizes with only the top few results visible without having to scroll down to see more results.
The importance of professional SEO.
We see dozens of Free or cheap web design services on the internet offering great DIY web design products with "Search Engine Optimisation".
If you are developing a personal, family or small club website that does not require any form of exposure then these sorts of sites are fine.
However if you are a business that requires a web site to generate business and revenue it requires maximum exposure, professional Search Engine Optimisation is your only option.
When you consider the facts that:
1: The internet has grown to over 1 Billion websites all competing for that elusive number one Google ranking in their industry for highly competitive keywords.
2: The correlation between your Google Search Ranking and Click Through Rates, discussed in the previous section on this page.
It becomes evident why as a serious business you need a website that has not only been professionally designed, but is professionally managed and optimised on an ongoing basis.
The internet is a living changing environment, Google will make changes to their algorithms that will affect your rankings, your competitors are constantly trying to rank their websites above yours, peoples search habits and methods change over time as technologies improve. If you are not keeping your website up to date with all these changes you will drop in Google rankings and lose business.