What is SEO? How does it work? And why you need to understand the basics?
“We’ve all heard people throwing around the acronym ‘SEO’. And most probably know it stands for Search Engine Optimisation – but that’s where knowledge of it ends for most! John Mu takes a shot at simplifying this mythical beast for you!”
Before we enter the mysterious world of search engine optimisation (SEO), it’s important to first understand the acronym SEM.
SEM stands for Search Engine Marketing. SEM is an online marketing activity to generate traffic, prospects and leads to your website by using search engines. This includes paid traffic and free traffic from search engines.
The reason why businesses invest in SEM is that they understand that we are all connected to the internet via our smart phones, tablets and PCs. With these devices, we use search engines to tell us what we want.
One part of SEM is paid ads. Businesses use paid ads to gain instant page one search engine rankings. When you click on ads, search engines will charge you money per click. This is known as Pay Per Click (PPC). This is how search engines make money.
However, most businesses don’t want to rely on PPC ads for the rest of their lives as it can add up and be quite expensive, so they look for ‘Free Traffic’ alternatives from search engines.
Introducing (drum roll)… SEO
SEO stands for “search engine optimisation”. When people use the term SEO, they are referring to the process of generating search engine traffic from “free, organic or natural” listings from search engines like Google, Yahoo or Bing.
Search engines limit their free listing positions to just a handful per page. All businesses want page one search engine rankings as the higher you rank, the more traffic your websites will receive. More traffic will give you more leads and more sales. If you are on page two and beyond, you will feel like SEO does not work as those pages receive very little traffic.
In fact, it has been recorded that up to 80% of the search engine traffic goes to websites listed in the top three organic search engine positions. Gaining top search engine rankings is an art and it takes time and effort to compete against your rivals who too want these positions. Some business owners take the long road and try to become instant SEO experts overnight. On the other hand, some business owners like to save time and leverage the skill and expertise of online marketing companies to achieve faster online results.
Basically, if you want more traffic, leads and sales from search engines it’s imperative you contract an online marketing company to first conduct an Online Marketing Audit. These comprehensive audits should be done at least one a year and are designed to tell you WHY your website is not ranking and WHAT is required to outperform your online rivals.