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The What, Why and How of SEO

What is SEO?

SEO aka Search Engine Optimisation is a digital marketing activity used to grow organic traffic and visibility on search engines. In order to be successful in optimising your website for search engines, both a creative and technical approach is required. Fusing creativity with the essential technical aspects of SEO accordingly will help your website rank for key terms relevant to your product or service, therefore boosting awareness and generating relevant business leads.

Search Engine Optimisation can be quite complex; from how website copy is written, to how other websites link to yours and how unique your message is compared to your competitors. It’s important to strike a nice balance between helping search engines easily find your site among the many already out there as well as highlighting the importance and relevance of your content for prospects. Making it easy for them to distinguish and identify your company’s unique value proposition is crucial.

Why is SEO Important For My Business?

There are many other online channels that can generate traffic to your site. However, search engines such as Google, Yahoo and Bing remain the leading channels and the preferred way for online searchers to find what they are looking for. Search engines are essentially the most popular portal to your potential customers and the first step in satisfying their wants and needs. In our previous article we covered the staggering percentage of customers that start with search engines to find a suitable vendor. In other words, if your website is hard to find then your business may be missing out on major opportunities to drive targeted traffic to it, losing publicity, revenue, and brand exposure that most other marketing channels cannot provide without breaking the marketing budget.

Can I Do My Own SEO?

As Google and other search engines evolve, so too do the complexities of SEO. With that being said, it is quite easy for anyone to learn and stay across the very basics. For most business professionals, however, the biggest hurdle is finding the time. Who wants two jobs after all? So depending on the individual and other life factors, the decision to outsource to an online marketing expert is often the case. It’s just important to find the right agency or firm to devise and execute SEO activities; as skill sets, experience and overall business acumen can vary drastically among ‘digital marketing experts’. Be sure to do your due diligence to find the right fit for your business.

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