Search Engine Optimisation, or SEO, is a process that allows websites to gain better ranks in search engines by making sure they are designed efficiently and have continual incoming links, increasing that sites reputation and therefore increasing its relevance to big search engines such as Bing and Google.
Why does a company need to worry about Search Engine Optimisation on their online resources? Simply put, without SEO you are not maximising the potential of any website. You can spend a fortune on making an impressive site, getting a great domain and securing reliable hosting, but none of that is really going to matter if nobody actually visits that site.
On page optimisation is an important part of setting up a website, and it’s one of the key areas of SEO. Things like the overall site design and the way URLs and page titles are created can all effect how a search engine will rank you. There are certain ‘rules’ to how Google places websites when It indexes them, and a site following these rules is likely to do better than a site that does not.
A common misconception with SEO is that this on page optimisation is all that needs to be done to gain a good standard of SEO and a high Google rank. However, while initial optimisation is important, it’s just that; an initial starting point. For a site to make the best out of SEO, the real work actually begins off site.
Modern search engines don’t just rank websites by their own content but by what other websites think of them. If you can get other sites to link to your topics, then Google assumes that the topics must relevant and worth reading, or nobody would have linked to you in the first place. That’s why writing articles, setting up blogs and distributing press releases is a vital part of SEO that should not be taken for granted, or done in a spammy manner that may look bad for your business.
A good SEO agency is the cornerstone of a good SEO campaign. Not all agencies are created equal, so picking one with a good reputation is vital. Try to find an agency that operates in your region rather than trying to outsource, especially if your business is something with a strong cultural background. Be wary of any agency that ‘promises’ rankings, as it’s impossible to promise what Google will do and how much competition there will be without thorough research and analysis.
The most important thing about SEO is not to underestimate it! It can be a very powerful tool that can increase visitors, sales and exposure online and can get you much better results than a prolonged online advertising campaign at a tiny percentage of the cost.
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