Search Engine Optimization SEO

How the productivity of your website can be increased using SEO, and the way it helps your customers find what they are looking for on the web.

What is search engine optimization?

SEO practices ultimately aim to improve visibility of a website or a web page in search engines, via  "natural" ("un-paid", "organic" or "algorithmic") search results, to increase the number of website visitors. There are many varying aspects and techniques to efficient SEO, ranging from simple content updates to complex website structure alterations.

In general, the higher the website shows within search engine results and the more frequently a site appears in the results list, the more visitors it will receive from online users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

The latest SEO market trends

It is important to keep up to date with the latest, ever-changing SEO trends, as showing at the top of search results have can a huge impact on business. A thorough Internet marketing strategy, SEO considers how search engines work and identifies what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website can involve SEO specialists editing content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.

What are the benefits of SEO?

Compared to other marketing strategies, SEO is able to offer a high ROI (return on investment) for businesses of any size within any business sector. Increased visibility on the web not only leads to increased online traffic, it also works to increase awareness of a company's brand or USP (unique selling point). This is because SEO offers a long-term marketing solution, 24 hours a day, 7 days a week, and enables a company to target specific customers with multiple marketing campaigns simultaneously. In addition, SEO provides businesses with a cost effective market research tool, meaning that it becomes easier for companies to spot customer trends in terms of both purchasing and search criteria.

Who can benefit from SEO?

One way or another, all businesses can benefit from SEO regardless of the size of the company or the nature of the industry. For example, where a company is service based as opposed to a retailer, SEO can be used to guide search engine users with a requirement for that service straight to that company's website. Where multiple services are offered by a company, multiple SEO campaigns can be implemented through the use of both coding and keywords.

Are other options available?

The short answer to that question is yes, but none of the alternatives to SEO are able to offer the same benefits or the same level of ROI. Probably the most common alternative to SEO is the PPC (Pay Per Click) system. PPC is an Internet advertising model used to direct traffic to a company's website. The company places an advertisement on a host website (or multiple sites), and pays the owner of the host site every time the link in the advertisement is used. Payment per click can either be at a flat rate or done on a bid basis, whereby advertisers bid against each other for use of key words in addition to the standard click through cost. This is known as Bid Price Inflation (BPI).

There are obvious drawbacks to the PPC model, the first and most obvious being one of cost. PPC can cost the advertiser a lot of money in a short space of time with absolutely no guarantee of generating any income from the clicks accrued. Also, where a link is accidently clicked by users with no interest in the advertiser, their products or services, the click is still chargeable. There is heavy competition in the PPC marketplace and, although rare, website hosts have been known to engage in 'click fraud': the practice of clicking on their advertisers links on multiple occasions, often using an automated system, in order to generate more revenue.

How can Areca Design help?

As SEO specialists, Areca Design have enjoyed great success on behalf of a variety of clients, many of which are currently positioned on page one of Google, with some in the number one position itself. We understand that many businesses require a combination of marketing techniques, in order to achieve optimum results.

Areca Design offer a free SEO consultation service, where we can practically demonstrate the methods used to conduct a successful SEO campaign, as well as accurately assess your business' requirements. It may be that you are already engaged in an SEO or PPC campaign, but are concerned that you are not achieving the desired results. If that's the case then we would love to hear from you too.

To talk further about SEO and the benefits it could have for your company, please call the team on 01386 570360 or contact us here, alternatively download our FREE SEO fact sheet. To find out how we integrate SEO into an effective internet marketing strategy check out our Digital Marketing Strategy page.