Search engine optimisation can be defined as the practice of utilising techniques such as alteration of layout, content and inclusion of key terms to be perceived more favourably by search engine providers (Laudon and Traver, 2015). This tool applied effectively will increase the volume of visitors generated and give your website a higher ranking status from search engine providers such as Google, Yahoo and Bing to your respective website.
Search Engine optimisation comprises of analysing search terms extracted from search engine providers to your respective website and analysing existing visitors’ behaviour patterns whilst online such as the terms inputted into the search engine to find your website and whether they came to your website from a direct source such as typing in the uniform resource locator (URL) address or via indirect means such as search engines or click links. This tool is invaluable in aiding small to medium enterprises establish a presence within prominent search engines who rely on search engine algorithms to find the most appropriate results.
Incorporating search engine optimisation techniques into any business online marketing strategy is crucial to truly understand potential and existing user behaviour patterns when online and ensuring that content is relevant to our key target audience. Also it is detrimental for firms not to engage with search engine optimisation since search engines provide access to a wide audience for example over (5,740,000,000 searches are done on an average day globally through Google [Statistics Brain Research Institute, 2015). This means that through effective use of search engine optimisation opportunities for greater sales and public presence are plentiful.
In the section below are key advantages associated with search engine optimisation briefly summarised.
If SEO is applied effectively your website will increase its positioning on search engine providers such as Google and Bing. This is highly beneficial since over 92% of Google search engine users do not go past the first page (Logan, 2013). This means you have greater access to a new client base.
Incorporating SEO techniques into your business strategy will potentially generate more awareness about your website and the product and service you provide. If effective promotional strategies are put in place this will lead to higher profitability via sales (Davies, 2012).
SEO can help to establish or maintain an advantage over competitors based within the same sector. Providing that you use the data gained from SEO to create innovative, relevant and targeted promotional campaigns (Charlton, 2007).
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Laudon, K. and Tracer, C. 2015.E-Commerce 2015 Business. Technology. Society. 11th ed. USA. Pearson Education Limited.
Logan, B. 2013. Just how valuable is the first page of Google? SEO statistics you need to see to believe. 18 September. [Online]. SEO North Sydney. Available from http://www.seonorthsydney.com.au/. [Accessed 21 January 2016].
Statistic Brain Research Institute. 2015. Google Annual Search Statistics. [Online]. Statistics Brain Research Institute. Available from http://www.statisticbrain.com/Google-searches/. [Accessed 21 January 2016].