Online Marketing – the importance of Search Engine Optimisation (SEO)
The majority of website traffic begins at a search engine, particularly Google which dominates the marketing. Other popular search engines include MSN, Yahoo, AOL and Ask, but Google’s marketing share is between 60 and 90% depending on the country. Search Engine Optimisation (SEO) is essential in achieving success with any online venture. If you simply ignore SEO, it is unlikely that your site will ever attract a sufficient number of visitors to make money. SEO is all about optimising web content written and designed by people to make it more accessible to search engine robots. These robots, also known as crawlers or spiders, regularly scan over websites to index, categorise and rank them so that they appear in the results when someone types in a relevant search query.
The work of a search engine is almost entirely carried out automatically by the search engine crawling and indexing software. To handle search queries manually would be completely impossible as there simply isn’t enough labour in the entire world to be able to handle all of the search queries. Newbies to the world of online business need to realise that the search engines work a bit differently to people. While the most important factor in content creation is to provide something useful to your human readers, it is also essential to optimise that content in such a way that it is easier for the search engines to index and rank that content in your favour.
If you do not pay any attention to search engine optimisation, you may still succeed if you have a high-quality site, but you will still get fewer hits than you will if you do some SEO work as well. While having a frequently updated site with quality, error-free content is essential, it’s also important to optimise the content by subtly including carefully chosen keywords and phrases. Keyword research is a particularly important factor in successful SEO. You need to choose your keywords carefully to ensure that you get the ideal compromise between the levels of competition, the value of the keyword, its relevance to your content and its popularity. These key words and phrases should be used throughout the content of your site, including in headings, meta tags and introductory paragraphs.
Search engine optimisation is more time consuming than it is complicated, but it’s not something that can be ignored. You need to work on getting your site into the first page of the results when someone searches for your chosen keywords and phrases. Few people ever look beyond the first page of results each time they perform a search. 80% of clicks from search engines come from the first page. 10% come from the second page and this number dwindles rapidly thereafter. If you’re not in the top ten to twenty results, your potential customers will almost always visit your competitors websites instead.
If you liked this article then you should read SEO in 2013: Say Hello To Author Rank.