Search Engine Optimisation (SEO)
Search Engine Optimisation is about getting your listing to the top of the search engine rankings. The leading search engines such as Google, Bing and Yahoo all use advanced algorithms in order to process search queries and return what they rank as the most relevant results back to the user. Since 2005, the practice of SEO has gained a strong online following and there are businesses now dedicated to helping businesses get to the top of the rankings.
There are many factors that determine SEO success. The most important of them are keywords – the ones used to identify your business. Other important considerations are content, site popularity, inbound links, locality, and social media integration.
A perfect SEO strategy is two pronged:
- First, it should do the obvious and provide strong results in search rankings for major keywords.
- The second, and more neglected factor, is how well the SEO strategy complements your existing website and branding.
It is very important to understand that while the first will drive visitor numbers to the website, it is the second that will ultimately determine the number of successful conversions and sales.