What is Search Engine Optimisation?
December 2, 2020
Search engine optimisation, otherwise known as SEO, is an important part of your company’s marketing. Not only is it vital that your company can be found on Google, but good search engine optimisation can also help to increase your revenue directly.
In this post, we’ll teach you what search engine optimisation is and what it can do for your brand.
Getting good results from your SEO efforts can be very difficult. It can get very technical and it’s often advised to bring in a specialist to help ensure you’re doing it right. If, after reading this post, you’re interested in running an SEO campaign for your company, we’d be happy to help you out. Send us a message or give us a call so we can have a chat to see how we can best support your business.
SEO – What does it mean?
SEO stands for search engine optimisation. Search engines like Google and Bing are places customers and clients go to research products and services, find answers to questions, and to search the web in general. These search engines discover millions and millions of new web pages every day and store a copy of them on their servers. Then, when someone searches for something, it’s the search engine’s job to deliver the best results possible for the user.
This comes with one big challenge…
How do search engines know which web pages should be shown on the first page, and which should be left out?
This is where the algorithm comes in.
An algorithm is a set of rules the search engine follows to order the search results. For example, it might remove all pages that don’t contain the search term or variations of the search term first, and then proceed to follow a set of rules to find out which result is more relevant.
Search engine optimisation is a marketing method that works to optimise your website to get the best results in this algorithm. In turn, this means your website ranks higher in Google. SEO makes sure the page is relevant to the search term you want to appear on the first page of Google for. But it also makes sure the page is a trusted source, and that it has the reputation needed to end up on the first page.
Search engine optimisation is optimising your website for Google, Bing and other search engines. This helps you to appear higher in the search results and increases exposure for your brand.
Why is SEO so important?
There are two main reasons why SEO is important for your company. On the one hand, it strengthens your brand, helping your company grow indirectly. However, it can help to grow your business directly too. Here’s what we mean:
What happens when someone searches your company on Google, but can’t find it? You lose the client, but you also don’t come across as a trusted business. Even worse, a competitor may try to appear in the search results for your company name, which will mean the client that searches for your company ends up going to your competitor.
Now, imagine what would happen if someone searches your name, and sees a load of negative reviews and bad articles about your company?
As you can see, SEO is a big part of your branding and reputation. A bad reputation or lack of visibility can tarnish your brand which in turn will hurt your revenue.
Direct business growth
Being visible when someone searches your brand and having a good reputation is great, but reaching new prospects is just as important. By appearing in the search results for search terms that are related to your business, you can get new prospects coming in on autopilot!
If you’re a lawyer in London, appearing on the first page when someone searches for “London lawyer” or “legal specialist in London” could get you a lot of leads each month. Good search engine optimisation can help you achieve this!