What is Search Engine Optimisation?
S ometimes this topic creates a great deal of confusion, but it doesn’t have to. Search Engine Optimisation (SEO) is a fast-paced and dynamic field. It can also sometimes be frustrating, especially if you’re relying on outdated tactics that no longer work.
That’s why it’s crucial for you to stay well-informed and learn continuously.
Search Engine Optimisation is also more complex than ever.
It takes more than just building links, creating any old content, and adding a few keywords to improve your organic search rankings and increase the visibility of your business or brand.
You need to keep track of and understand:
- Emerging trends (e.g., voice search).
- Algorithmic changes.
- Technological advancements (e.g., machine learning).
- Your audience (e.g., how they behave and what they want).
So how do you develop a suitable SEO strategy to dominate your competition in Google and other search engines?
Because, ultimately, it isn’t only about being found on search engines and driving traffic to your website. It’s about providing a great experience and generating leads and revenue.
The Benefits Of SEO
Search engine optimization is a key part of online marketing because search is one of the primary ways that users navigate the web. In 2014, over 2.5 trillion searches were conducted worldwide across search engines such as Google, Bing, Yahoo, Baidu, and Yandex. For most websites, traffic that comes from search engines (known as “natural” or “organic” traffic) accounts for a large portion of their total traffic.
Search results are presented in an ordered list, and the higher up on that list a site can get, the more traffic the site will tend to receive. For example, for a typical search query, the number one result will receive 40-60% of the total traffic for that query, with the number two and three results receiving significantly less traffic. Only 2-3% of searchers click beyond the first page of search results. Thus, even a small improvement in search engine rankings can result in a website receiving more traffic and potentially business.
Because of this, many businesses and website owners will try to manipulate the search results so that their site shows up higher on the search results page (SERP) than their competitors. This is where SEO comes in.