SEO, or Search Engine Optimisation as it is known, represents the future of the internet. This is easy for me to say, as it’s a service that we offer. But it’s important to remember that there has to be a truth behind this statement. Let’s take a walk through the changing landscape of recent years and I will show you what I am talking about?
Not so long ago, if you needed a builder, you would go into the cupboard below the telephone in the hall and get the yellow pages out. Ring 2 or 3 builders (without knowing how good they were) and arrange for them to come round to the house and look at the necessary work. This was the acceptable way of finding a service relevant to your required needs. Washing machine broke, need a taxi, etc. etc…
The growth of the internet
Over time, as we all become more familiar with the internet, more and more people have started to search online for the services that they need. It’s even possible to look at reviews from the people who have received these services. We have come to a point now, where you can look on the internet and find a website that rates your local builder by the reviews of customers. This highlights the best service and gives the internet user much better information.
SEO is vital to the success of companies like Google. Their job is to present the most relevant search results for the internet user. Otherwise the internet user will quickly move on to another search engine. Setting up pages and websites correctly means that Google can trust that website to be relevant to the search query. So SEO and Search Engines work really well together, making for a successful partnership.
Who gets what? Let’s look at the advantages of an internet that works.
1) Google likes a well optimised page, as it helps Google bring back the best result relevant to the search query. So the internet user thinks ‘Google is great, it knows what I want to find’
2) Google makes money from offering alternative options to that search query (in the Pay Per Click section)
3) The internet user gets useful information from the search engine, and so they return to that search engine
4) The company/services only appear when the internet users have an interest. This is unlike, for example, billboards which appear for everyone on a specific route, whether they are interested or not. SEO is much more targeted
5) With analytical software it is possible to measure the impact that SEO has on a website. It’s possible to see how many search terms bring visitors to a website and what their behaviour is. Tracking things like email contact, page views and dedicated phone numbers etc…
With this kind of approach, it becomes possible for a company to understand what return on investment they get from the money that they spend online.
For example, 80% of all service related search volume is regional.
So getting the search terms right will have a significant impact on the targeted traffic a website receives.