SEO is the shorter term for Search Engine Optimization. It is a process where aspects of a website are adjusted to encourage a higher listing position in the search engines. This fine tuning is done to achieve a better return from the search results for relevant keywords and key phrases. Many companies do not realise that having a website built is only part of the story. It pays to understand the basics of SEO and how it can help your business grow. how SEO consulting can help your business grow
Key benefits of SEO
Increased brand awareness – Companies will spend a huge number on advertising but are often guilty of overlooking the power of the internet. The web is a virtual shop window that can increase or improve the awareness of the company or brand.
Increased website traffic – If your website is on page 9 of the search engine results, it is safe to assume you will not be receiving much traffic from that particular source. However, a search engine optimised website with a prominent position on page 1 of the search results, will enjoy a steady supply of free traffic.
Incrased sales – An increase in traffic to your website will result in more enquiries and sales of your product or service. This means a noticeable increase in turnover, profits and business growth for your company.
Worldwide exposure 24/7 – For those companies that target a global market, the internet delivers exposure all over the world. This happens for 24 hours a day even while you sleep.
Organic search traffic cheaper than PPC – Traffic from pay per click campaigns like Google Ad words can be expensive if not properly controlled. In contrast, organic traffic from a high search engine position is free and delivers consistent numbers of visitors.
Keyword research and optimization
Too hot keywords – These involve single words which are notoriously competitive. These are extremely difficult, time consuming and expensive where high rankings are concerned.
Just right keywords – These represent a good balance between medium to high search volume coupled with low competition. These types of words represent the best target for any SEO consultant.
Too cold keywords – These keywords are usually discarded due to being low competition and having a low search volume. In other words, these combinations do not deliver sufficient numbers of traffic
White hat SEO techniques
The best search engine optimisation techniques are called ‘White hat’ due to them being clean and natural in the eyes of the industry. They involve good practice and will deliver consistent long-term results. Google often advises the building of websites for human beings rather than for search engines. This is excellent advice and if followed, will ensure a website continues to enjoy a good standing.
There are some techniques which sit in a grey area because it is not clear whether they are good or bad practice. Hence, these methods are considered to belong somewhere in between. The best course of action would be to avoid such techniques. Furthermore, some techniques are considered bad practice by the industry. These methods are frowned upon as they involve deception and tricking the search engines. This kind of SEO should be avoided at all costs. Hopefully, after reading this article you should have a better understanding of SEO and how it can help your business grow. You should be familiar with the natural, safe techniques and those methods which are best avoided. This should ensure your website continues to climb the search engine rankings