Search engine optimisation is a marketing strategy employed by businesses to generate new business. The process combines knowledge about how search engines operate and the actual words or phrases typed into the search engines. The optimisation aspect refers to the various strategies and tactics used to improve the visibility of a web page or site within the indexing results of a search engine. Below are a few interesting facts about SEO and how to maximise your marketing efforts.
Purpose of Search Engine Optimisation
The higher the ranking on a search engine’s results page, the more often the company website will appear in the list of search results, and the more people will visit the site. A good search engine optimisation strategy makes a business more readily heard over the chatter of countless other businesses trying to be heard. SEO success depends on bringing together a combination of supporting tactics, ensuring optimum value to potential customers, developing the company authority and brand, and moving content across available new channels.
Maximise Online Content and Structure
An effective search engine optimisation strategy begins with making sure all online content and its structure are providing maximum effect. Such a strategy includes:
• Keyword research to find out how the target population searches for the company products or services
• Use of these keywords to map to major sections in the website
• Optimising content in terms of these keywords
• Ensuring that the site design is professional looking
• Regularly adding new content to improve rankings
Links tell a search engine that other sites or readers consider the content on the website to be important enough to link to it. The more links, the higher the search engines rate the value of the website content. In the same way, a large number of likes identify a site as authoritative and trustworthy and therefore ranked higher. Such a rating creates more traffic to the site.
Link building requires high quality links. Approaches adding to authority to a company site include:
• Guest blogging from relevant authorities
• Press releases about newsworthy items to link to the site and build brand recognition
• Re-writing existing content for use in different platforms like YouTube
• Engaging in community activities as an opportunity to promote the company and its website
Search engine optimisation requires a robust presence in the various social media platforms. It is a good strategy to share key messages on Twitter, Facebook and Google+ with links to the company products and services. Such tactics help connect with potential customers.
Maximising strategies for search engine optimisation is complex. Being effective requires managing many different elements. Starting with a strong focus on the basic elements of a SEO strategy will result in a long lasting high ranking site.
There are many many marketing companies that specialise in SEO. The key is to finding the one that is just right for your business. I always recommend optimisation with ROI.com.