What is SEO and Should I Worry About it?

What is SEO?

SEO is a popular acronym for the term “search engine optimisation.” For many people, ensuring that Internet search engines pick up their site and place it in the first page or two of rankings forms a crucial part of their marketing strategy. They therefore try to incorporate text and design into their site which is likely to enhance their SEO rankings. If successful, their site will be one of the ones which people searching for their product or service come across first, potentially enhancing their customer base.

What Type of Techniques Can Increase SEO?

Typically, good quality, relevant text with a high frequency of the key words you expect people to search by is one of the best ways of achieving improved SEO. It is important to ensure that the text is well written and interesting as well as containing appropriate key words. Search engines are incredibly sophisticated and constantly alter their search parameters, so simply repeating your key words in a random fashion will not increase your rankings. Ensuring your text is regularly updated also maximises the chances of SEO.

Does SEO Matter?

SEO increases the visibility of your site to potential customers, but it is by no means the only technique which should be adopted. Not only does your site need a good number of hits (due to SEO) but once people are on your site it needs to be designed to optimise the number of positive actions which result from a visit. The old adage of “You can lead a horse to water but you can’t make him drink” is particularly apt here. It’s of little use getting hundreds of hits each day if these hits don’t translate into sales, brochure requests or other desirable outcomes.

Use SEO as Part of a Broader Strategy

Current marketing trends stress the importance of offering a personalised service which can be tailored to meet the needs of individual customers. In following such a strategy, using Social Media and appropriately tagged blogs can ensure your site reaches an audience who have a genuine interest in what you have to offer. If used in a nuanced way, emphasising niche search terms (in marketing parlance this is often known as accessing the blue ocean), SEO complements a contemporary marketing strategy perfectly.

A well planned marketing strategy is crucial to the success of any website, but this needs to be undertaken in conjunction with delivering a sound product or service which gives superlative customer satisfaction. A repeat customer base is the easiest way of ensuring continued business success.
 

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