What is Search Engine Optimisation? (SEO)
By Elon Law | June 4 2016
Search Engine Optimisation (SEO) is defined by Wikipedia as “the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results”. It sprung up around a decade ago and its aim is to help users locate information about whatever they are looking for.
Most people think of SEO as advertising — the same as Social media marketing (SMM) and other platforms where they can get users. However, on social sites like Facebook, people don’t search for problems – they socialise. That’s why advertising on Facebook is considered interruption advertising.
In search engines, users are much closer to buying decisions. That is why traffic, especially organic ones, will convert and is thus much more valuable. As many of these users are looking for answers and solutions to problems, SEO has increasingly been an advertising medium for many companies. It has no doubt provided a suitable platform for individuals looking for a solution and solution providers to meet.
It is every business owner’s dream to be able to tap into a medium where their target audience are already on — hence increasingly businesses are investing tonnes of money into their SEO strategy.
How Search Engine Optimisation (SEO) can benefit a company?
First and foremost, search engine optimisation (SEO) brings targeted traffic to a business site. Most people on search engines are either looking for more information or looking for solutions to solve their problems.
Search engines give the answers, solutions to the end user, giving them the result they are looking for. This is where companies come in.
Companies with webpages that rank at the top of Google will be featured in the user’s search results, allowing them to have a chance at either showing the clients their expertise in the area, or having the ability to connect the users to the answers.
As a result, platforms such as forums or blogs – another form of viable business – have sprung up to help users find what they are looking for. Companies who may lack the resources for SEO strategies can tap on these forums, directories, or blogs for publicity.
This increases the traffic coming to a particular webpage on your site, where you have the opportunity to lead them on for a sale.
How should a company use SEO?
To effectively use search engine optimisation (SEO) for your business, you need a strategy. There are a couple of ways, mainly classified under on-page and off-page techniques.
Companies can use good SEO ranking in their various marketing campaigns, such as:
1) Getting potential leads to sign up an event hosted by the company
2) Getting clients visiting the webpage to enter their contact information for future closing
3) Getting clients to shop and purchase on an e-commerce site.
4) Getting traffic for SEO
5) Getting clients to contact the company after clicking into the site
Truth is, with a good SEO strategy, a company can open up a number of marketing strategies. The key here is getting quality traffic that converts.
What are the various SEO strategies?
As mentioned, search engine optimisation (SEO) strategies can be classified into on-page and off-page SEO tactics. To find out more about the various on-page and off-page SEO factors, check out our blog.
In short, on-page SEO are factors on a webpage itself which affects how Google ranks your webpage. It can include your keyword density, relevant search terms, anchor text, and presence of SEO-optimised internal linkings.
Off-page SEO are factors which are not webpage related such as the all-important back-linking strategies, social bookmarking, press releases, various content marketing strategies and even video marketing.
These factors signal to Google telling them the quality, popularity and the authority of a webpage. Besides the valuable SEO link juice being created, off-site strategies often dramatically improve the traffic to a website. Webpage owners can then decide the strategy to profit from these traffic.
In short, SEO can greatly help a business in generating customers through online reach. Not only is SEO helpful to companies with an online site or companies who conduct sales online, it also benefits many brick-and-mortar companies who have the right SEO.
If you are running a retail business, you can check out how we use SEO to improve your traffic flow. We have articles that provide insights to how retail businesses, particularly food and beverage (F&B) businesses can benefit from SEO.