Search Engine Optimisation
Fundamentally Search Engine Optimisation is a combination of activities aimed at increasing the visibility of a organisations web site in popular search engine results for a range of key phrases related to their products and services for which they want to be found by prospective customers. In most cases this is primarily focused on Google, Bing and Yahoo search engines as these are currently where the majority of commercially viable searches take place.
For most small to medium enterprises looking to sell products or services online search engine optimisation (SEO) should form a core element of their overall marketing strategy. A successful organic search marketing campaign should provide an efficient return on investment over time.
The actual processes involved in SEO will vary depending on a number of factors specific to you business, its objectives and your market sector, however they can generally be broken down to the following elements;
- Identifying objectives
- web site structure and navigation
- web site content and tagging
- Increase web site exposure and authority
- statistical analysis and fine tuning
There are many tools and thousands of companies offering search engine optimisation and marketing services. Making the right decisions about your search marketing strategy and objectives is important as good natural search visibility is not something that can be achieved in a short period of time. Often a Pay Per Click campaign is an effective way to help determining the correct set of phrases to focus on, especially for start up businesses without significant historical data.