An Essential Marketing Tool – Why Search Engine Optimisation is Vital to Your Business
Business is changing. It is no longer enough to have a glossy advertising campaign and hope that your message gets through. The relentless growth of the Internet as a business tool has meant that any company that does not have an online presence is not going to do business. With a recession affecting everyone across the globe, a strong online name is essential for any business to survive in the modern global marketplace. This is why search engine optimisation (SEO) is so vital to every business.
To produce effective SEO, a business has to consider two audiences; the human ‘visitors’ to the website and the search engine’s ‘bots’, who scan billions of Internet pages and rank them according to set criteria. For a business to have an effective Internet presence, they have to produce a website that interests both of these visitors. The ‘bots’ select pages that match their criteria for relevance to particular keywords used in searches – for example, the phrase ‘SEO’ or ‘search engine optimisation’ typed by a human visitor to Google. The pages that match the specific phrase or keywords used are then listed according to relevance. Those sites listed on the first page of the search results are the ones that are most likely to get the human visitors clicking through to them. Those that fall further down the listings – even on the second or third pages – are less likely to see any visitors at all.
And therein likes your second important consideration – the human factor. If your site isn’t interesting or relevant to the subject or product that your potential customers are looking for, you will find that your visitors quickly ‘bounce’ from your site and onto your rivals. Not only does your website have to catch the attention of the ‘bots’; it has to catch the attention of your visitors as well. Search engine optimisation doesn’t just take into account what the search engines are looking for. It also encompasses a wide range of other features such as the content, links to other relevant sites, how often the site is updated and many other vital components of an overall marketing strategy. Without an effective website, your business is not going to succeed in a global marketplace.
If you are running a business and want to maximize your exposure on the Internet, search engine optimisation is something that has to be included in your business plan. As competition becomes more fierce, the Internet is proving to be the most important ‘shop window’ for any business, regardless of size. By improving your SEO you can make sure that as many people as possible are looking at your own shop window and, by incorporating user-friendly interfaces such as easy to use shopping cards, secure online buying facilities and interesting information, the conversion from visits into sales can be much higher.
Search engine optimisation ensures that your business gets the maximum amount of exposure on the Internet and doesn’t necessarily have to cost the earth. Good SEO companies are becoming the new golden boys of marketing. They use a combination of experienced designers, copywriters, marketing strategy experts and your own input to produce a website for your business that moves you up the search engine rankings and puts you firmly in the spotlight on the first pages of the major search engines. Without search engine optimisation, you may find your Internet site languishing in the backwaters of Google or ignored on Yahoo! by hundreds or even thousands of potential customers. And that doesn’t make good business sense. Search engine optimisation is crucial to 21st century business and essential if you want to make an impact in the global marketplace.
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