What is SEO anyway?

SEO (search engine optimisation) is a popular term at the moment in Web marketing. Any expert will tell you it is a vital factor to consider when launching and maintaining a strong online presence with many Web design companies offering SEO as a service.

Beware though – SEO is a science and not all who claim to know its ins and outs can actually deliver the results you may be hoping for.

What do I need to know About SEO?

Firstly, understand the actual purpose of SEO. Optimising your website for search engines means making sure the right people find YOU when searching for the services YOU offer. It’s about ranking yourself higher than your competitors in the list of businesses you compete with. There are at least 20 things you can do to encourage this, but without a carefully considered strategy and the time to execute it you won’t grab your place on Google’s much sought after top ten.

Why Search Engine Marketing Works Better

The big fact of modern marketing is that you’re better off spending money on inbound marketing, rather than the more traditional (and out-dated) methods of interruption advertising such as TV and Print. With inbound marketing, like SEO, you place your business in the sight line of people who are already looking for your services and at the very moment they want to find you. A general TV or print ad may reach a million people at once, but for all the expense it’s likely that less than 1% of them will be looking for your products or services at the time.

Targeting an audience that is looking for you already makes good business sense, because it yields far better results.

Quick, Smart SEO Without Being Boring

10 years ago you could stuff a few keywords into your web copy and, hey presto, your search engine rankings would increase. But search engines like Google have got much, much smarter at defeating those who would try to trick them – using black hat tactics’ to falsely rank their sites above the rest.

The bottom line is that you need well-written, user-friendly and relevant content in order to really make an impression with search engines. Spend time doing keyword research and carefully working those keywords into your title tags, heading tags and body copy.

Boosting Your Search Marketing With Pay-Per-Click

As you refine your SEO efforts over time, you should consider other effective ways to spend your monthly marketing budget.
PPC (pay-per-click advertising) places your ads on search pages right next to the natural search results. It enables you to strategically target your customers right down to their location. You can even choose to match ONLY the exact phrase they are searching for, saving money on clicks from people who may not be looking for precisely what you offer. Cara Whitehouse’s article on PPC Advertising offers further insight into the power of inbound marketing.

For more on implementing a search marketing campaign, contact Simplah directly.