You may have heard the term SEO or Search Engine Optimisation but don’t know what it means or its importance. Search engine optimisation is “a set of practices designed to improve the appearance and positioning of web pages in organic search results.” [source] But, in laymen’s terms, what does it mean to you as a business?
Search engines, such as Google, gather information about websites using crawlers which scan a website’s content to determine what it is about. When a user searches for something on the internet, the search engines use an algorithm to show what it thinks are the most relevant and accurate websites for that search term. Many changing factors make up the algorithms of search engines, so SEO is a field that is constantly changing and evolving.
Search Engine Optimisation involves keyword research, using schema markup, utilising on-page SEO, gaining backlinks, technical SEO, creating excellent copy using the right keywords, and so much more.
What are the benefits of Search Engine Optimisation?
Search Engine Optimisation is vital for any business with a website, as it helps drive organic traffic without spending money on advertising. Over 60% of all online experiences begin with a search engine, so your business is missing potential customers if you’re not utilising SEO.
A business that wants to achieve and maintain high search engine page rankings (these are the results that show up at the top of the page, just after the paid ads and local listings), and the customer traffic that comes with that, must have a dedicated SEO strategy. An SEO strategy is a detailed framework for improving a website’s search engine rankings to capture more organic traffic.
Once businesses have implemented a dedicated SEO strategy tailored to them, it’s essential to track and monitor SEO and make necessary changes as things change and evolve. We recommend regular SEO audits to stay on top of all the elements and make changes if things aren’t performing as well as they should.
Why is it important to appear as high as possible on search engine results pages (SERPs)?
Ranking as high as possible on the search engine results page is a must. The top results in a Google search have an average click-through rate of 32%, and 75% of people never go beyond the first page of search engine results. If your business appears on page 2 or lower, it’s unlikely to be found by many potential customers. Those customers are more likely to click on the results they see on page 1 and make their purchase or enquiry there.
Having the right SEO strategy will help your business be found by your target audience and help you stay competitive within your industry. The Caffeine Marketing team can partner with you to determine and implement the right SEO strategy for your business. To find out more about how we can improve your SEO to help you get more leads and customers, contact our team at 0800 955 0499.