SEO stands for Search Engine Optimisation. It’s the process of optimising website content in order to increase traffic to your website from search engines like Google. The higher your website ranks on Google, the more traffic your website will receive, which results in more potential customers and sales.
The majority of all web-traffic is driven by search engines, search engines are the fundamental form of navigation for most people, no matter what kind of content your website provides. Most people think of a search engine as a website to type a question into, which then replies with an index of websites that could answer your question. SEO is what determines the selection of websites that are displayed in a search result.
All major search engines like Google rank their search results based on what they think are the most relevant to the user’s search term. SEO is a marketing tactic which looks at improving the positioning of a website in relevant search results. Using SEO techniques on a website’s content, whether it’s a new website or to improve an old one, is a crucial part of increasing discoverability and driving traffic to your website when users are searching for you.
There’re many aspects to SEO which can be targeted and improved, such as the words used in your content, the speed at which the website loads, the way your webpages are structured and the quality of other websites linking to yours. There’s a multitude of things which contribute to a search-engine-friendly website.
There’s a joke in the SEO business, “where’s the best place to hide a dead body?” – “On the second page of Google, because no one ever goes there”. Let’s look at some numbers to justify that – The first search result on Google’s first page receives 33% of the traffic, compared to 18% for the second result and 11% for the third. The last (10th) result on the first page receives a measly 2% of the search traffic.
In total, over 60% of people don’t go past the first three search results, and only 8% of the time will a user venture beyond the first page (to discover dead bodies). This-alone proves that using SEO to rank your website on the first page of Google will drastically increase the amount of visitors to your website, who are all potential customers looking for your service.
The Short & Sweet
If a search engine isn’t ranking your site, you’re missing out on an incredibly huge amount of targeted and relevant traffic to your website. SEO can make or break a business’s success. Investing in SEO often has a remarkable return on investment compared to other marketing tactics. The Internet is an extremely competitive environment, companies that invest in SEO have a phenomenal advantage in acquiring visitors and customers.