For the uninitiated search engine optimisation (SEO) can seem to be a minefield of confusing terminology. However, it really is a simple and effective marketing tool that every business owner and marketing professional should understand.
SEO refers to the process of increasing the visibility of a website online. Just as a great shop in a quiet part of town will see less passing trade, a fantastic website will see lower traffic rates if it cannot be easily found online.
The search engines and particularly Google, want to provide the most relevant search results to their users and SEO techniques ensure that your site can be found towards the top of these results. As users tend to be drawn to results at the top of the page, this ensures that these sites obtain higher rates of traffic and therefore sales.
Finding relevant search terms is the key to maximising the results of your SEO campaigns. When you create rich content on your site using these keywords, you will see your search engine rankings improve. You can also use these keywords in the coding of metatags and urls, as well as site navigation, to maximise the results.
Another big part of SEO is the link building campaigns. The more links that you have coming into your website, the more authority the search engines believe your site has and the higher up the rankings you will find yourself.
By embracing SEO, you are remaining competitive in a marketplace of millions of rival websites. A good SEO expert will guide you through the process and maximise the benefits that you receive.
Disclosure:The author Stefan Töpfer is CEO of WinWeb.com - a leading cloud based small business infrastructure provider (small business software, e-Commerce solutions & business process outsourcing) - the views and opinions expressed are his and are based on over three decades of personal experience as a serial entrepreneur, #1 small business blogger, mentor and angel investor in the SME/SMB sector.