Ever wondered what search engine optimisation (SEO) is and whether you should be incorporating it into your business marketing strategy? In this blog, we will help you understand the art of SEO, what it is and how it works.
First, what is search engine optimisation (SEO)?
SEO stands for “search engine optimisation,” which put simply is a technique used by professionals to improve your website’s visibility on search engines such as Google and Bing when people search for products or services that are related to your business.
The better visibility your pages have on search engines, the more likely you are to gain attention online, thus attracting new customers to your business.
How does SEO work?
When asking the question, what is SEO and looking at incorporating it into your strategy, you need to understand the basics of how it works.
Online search engines, like Google, use bots to trawl every online website to collect information about each page and compile an index. Think of this index as a giant library that can pull up a book, or in this case a web page to help you find exactly what you are looking for at the click of a button.
Next, algorithms assess each of the pages within that index to determine the order each page should appear within search results for any given query. If you go back to the library analogy, think of the algorithm as a librarian reading every single book on the shelf to pull out the exact page that will have the answer to your question.
Unlike paid search ads, you cannot simply pay search engines to achieve higher organic search rankings online, and the overall online space is a lot more sophisticated than it used to be, which means SEO can be rather complex. That’s where we come in.
At CCF Media, our experts understand the complexities of SEO and can keep a close watch on algorithm changes to ensure your website continually ranks highly in online search terms.
Of course, the algorithm is set to analyse hundreds of different things on each page. From keywords to content quality, to overall site speed and architecture, our team knows exactly what the algorithm is looking for at any given time, and by strategically analysing every page on your website, we can help you make sure your content favours well within that algorithm, therefore achieving your business a higher search ranking.
Why is SEO Important?
Nowadays, SEO is a fundamental aspect of digital marketing and complements all other aspects of your online strategy. Online search is often the primary source of online traffic to your website, and there are trillions of online searches conducted every day to find specific products, services, and information.
Greater online search visibility means more online traffic to your website. In turn, this may lead to an increase in sales, making a significant difference to your bottom line.
As time goes on, search results are evolving to give users more direct answers to keep them on the search page, rather than driving them to other websites. This makes it even more crucial for your website to provide users with more information about your business, and your product/ service on the search page.
In summary, SEO is the foundation of a full-circle marketing strategy. When you understand exactly what your website users want, you can use that knowledge across all your marketing campaigns to help you grow your business and reach new customers.