Search Engine Optimisation
Search Engine Optimisation (SEO) is a website enhancement technique used to achieve high rankings in organic search engine results across a range of relevant search terms.
Organic Search Engine Results
A search engine’s organic results – sometimes called the natural results – are produced using mathematical principles which score the importance and relevance of each website for a particular search term, awarding the high ranking positions to the websites which achieve the highest aggregate scores. Unlike search engines’ sponsored listings, it is not possible to directly buy a high position in a search engine’s organic results.
High Search Engine Rankings
Research into search engine user behaviour has shown that the majority of searchers do not look beyond the first two pages of search engine results. If searchers cannot find what they are looking for in the first 20-30 results, they modify their search criteria rather than looking deeper into the results. A web site with the top search engine ranking for a popular search term will typically generate between 100 and 1000 times the traffic volume of a website ranking on the third page of the search engine results. The aim of search engine optimisation is therefore to win a place, and ultimately the coveted number 1 spot, on the first page of the search engine results pages (SERPs) for a range of targeted, high traffic search terms.
SEO Brings Quality Traffic
The quality of traffic reaching a website is as important as the quantity. Top search engine rankings are the most effective means of delivering high quality traffic to a website. High quality traffic, also called qualified traffic, represents website visitors who can most easily be converted into customers. Visitors referred from organic search engine results are qualified visitors because they are actively searching for the products and services that the website promotes. Furthermore, research shows that searchers have implicit trust in websites which achieve a high ranking in organic search engine results, making them more inclined to buy from such sites.
Positioned for Profit
A website’s profit potential is dependent on both the quantity and
quality of website traffic. Search engine optimisation is undisputedly the
most cost effective technique for generating high volumes of high quality
website traffic. The traffic resulting from top search engine rankings does
not carry a ‘click through’ cost associated with each visitor
and is sustainable well beyond the life of the initial search engine optimisation
campaign. Whilst it is appropriate in many cases to use pay per click advertising to generate website traffic in the short term, a professional search engine optimisation campaign is an investment in the future profitability of an online business which will produce a long term economic return.
Optillion SEO
Search engine optimisation is fundamental to every Internet Marketing campaign undertaken by Optillion. In some cases, search engine optimisation is all that is required to meet the client’s objectives. In other cases, particularly where immediate results are required, search engine optimisation is used in conjunction with other search engine promotion techniques to achieve a balance between short and long term benefits. Whatever the circumstances, Optillion’s individual approach to Internet Marketing ensures that each client is offered the most effective and economical means of optimising his website’s performance and profitability.
