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Search Engine Optimisation (SEO) is the process of driving organic traffic (free traffic) to a company’s website through search engine results.
Most internet users use search engines to find information, products or services that they are looking for, in fact ‘93 percent of users worldwide use search engines to find websites’ – Forrester Research.
Search engine optimisation techniques allow you to be found amongst the millions of web pages available on the internet. Many of your competitors will already be using these techniques and benefiting from the traffic that this online marketing is producing.
Related article: 13 Basic SEO Tips for Business Owners to Get Started
It allows search engines to find your website easily, identifying the content available on the site and its relevancy to search engine users. Search engines aim to deliver the most relevant search results to their users, so they use a variety of techniques to assess website content to ensure that they are delivering the most relevant search results for their users.
Some SEO techniques that are assessed include:
Search Engines have things called spiders, or bots that crawl the internet servers to find content on websites that it then stores in its index. Websites are then filtered according to the search engines algorithms which then store the information that fits its criteria.
When a user is performing a search, the search engine will access this index to find the most relevant information it has for the user based on their search keyword or key terms and deliver it to them.
The process of performing SEO is lengthy, but there are significant benefits if you are able to hang onto a top ranking for a high volume keyword in popular search engines such as Google and Yahoo. This can lead to a steady stream of enquiries without you having to do a thing!
Search Engine Marketing, commonly known as SEM, is the process of driving search engine traffic through paid Pay Per Click (PPC) and unpaid methods, such as Search Engine Optimisation. SEO is solely the process of driving traffic to a site through organic search engine results.
SEO is an ongoing process that can take time and effort to master. A combination of various onsite and offsite activities can help your site to rank highly with search engines, ultimately driving more traffic to your website.
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