Search engine optimisation or SEO is an internet marketing strategy that involves altering a website\’s on and off page information in order for it to rank higher in search engines. It is hoped that by following an SEO process, not only rankings will be increased but as a result the traffic to that website will also be increased. Fundamentally this is the name of the game; more traffic to a website means more business and more business understandably means more profit. If profits are increased the SEO process can be deemed a success, ultimately if the return on investment is positive the strategy has worked.
SEO specialists however differ greatly in the methods they employ. While it would be unfair to say that there is an element of guesswork to SEO there are many different methodologies that all produce results. Some practitioners may simply change on page information such as the content or code whereas others may well take a great deal of time building links and perfecting Meta data. Naturally the industry is highly competitive and hence SEO specialists are quick to promote their own strategies above others.
It is vitally important for any online business to undertake SEO. Research has shown that of those people that use the internet, the vast majority use search engines in order to find products and services. Once this fact is accepted, it is quite clear why it is so important to be at the top of search engine rankings.
Nearly every computer user has heard of Google, the world\’s most popular search engine, understandably, if a business can top the listings for certain key terms on Google it is possible to make a great deal of revenue purely through internet sales.
The choice of key terms is one of the most important parts of any SEO strategy. Key terms need to be chosen along a number of different lines. For instance smaller businesses may not be able to top search engine rankings for search terms that are extremely popular. An example would be a one man mortgage broker opting to target a term such as \’mortgage\’.
Whilst it would be possible for this company to top the rankings, when the budget for optimisation is considered it is unlikely that it will match those of multinational finance corporations. This is why it is important to be realistic when selecting keywords. If this is understood success can be built upon after the initial key terms have proven successful.
Care should always be taken before embarking upon an SEO journey; unfortunately there are some unscrupulous operators out there that will charge for a non-existent or highly suspect services. There is not any true accountability for search engines so it is advisable to take a look at SEO awards websites to see the top performers, these should be able to point anyone new to the industry to the right companies who can ethically optimise websites and achieve good results.
It is hoped this article has given an extremely brief introduction to the world of SEO and some of the decision making processes that need to be followed should success be achieved. Today online trade and commerce is experiencing growth in a time of practical recession, steadily taking trade away from the high streets. In such an economic climate it is vital that businesses which conduct a large amount of online trade need to top the search engine rankings. The right SEO company can do this, bringing greater traffic, customers and subsequently profits.