‘Search engine optimisation’ (SEO) is vital to the success of any business, both online and offline. Every webmaster should understand what SEO is, how it works as well as the traffic potential it can generate for all types of websites. While paid advertising (PPC), social media marketing as well as other online channels can send traffic to websites, the bulk of online traffic is driven by search engines.
Organic search results:
- Take up more digital real estate,
- Appear more credible to savvy searchers, and
- Get a lot more clicks than paid advertisements do. For example, of all US searches only approximately 2.8% of these people click on paid advertisements.
Basically SEO has approximately 20 times more traffic opportunities than PPC on both mobile devices and desktop.
In addition, SEO is one of the only digital marketing channels that, when it is set up correctly, can carry on paying dividends over time. If you deliver a solid piece of content, which deserves to rank for the right keywords, your traffic can increase exponentially over time. This is opposed to advertising which requires continuous funding in order to send traffic to your site.
Search engines are getting cleverer with each passing day however they still require our help. Optimising your website for SEO will assist with delivering better information to search engines. In this way, the content on your site can be properly indexed as well as displayed within search results.
The most important parts of SEO
The days of keywords being the only SEO technique that mattered are over. However, this doesn’t mean these terms aren’t still crucial. The change is that, in order to be effective, today keywords must be:
- Carefully selected, and
- Thoughtfully used in your content.