Search Engine Optimisation, or SEO, is the process by which a website is made more visible on search engines, like Google. The process is really important if you want your website to gain prominence online and increase the amount of customers which visit your site.
There are several layers to SEO, firstly it is important to index your site properly. This is done to essentially tell search engines that your website exists and that it needs listing in rankings (otherwise people searching online would not be able to find you). By indexing your site, you’re at least giving it a fighting chance of being found when people search for a product or service which your business provides.
Secondly, it is important to research what it is that customers search for online when they are looking for a business like yours. For example, if your business is a florist in Exeter (where we’re based), then people would probably be searching for ‘local florist’, ‘florist in Exeter’ or ‘flowers’. Research into this reveals how much given terms are searched for and where opportunities lie. It is important to know this information as you can utilise these keywords on your website to ensure that when people do search for these terms, your site ranks highly on search engines as a suggestion. It is not helpful if you use the wrong keywords on your site as this can result in people coming across your site who are not actually interested in your business.
Finally, we have content generation. This can take a number of forms, from blogs and visuals to webinars and articles. The kind of content which you use on your website is dependent on your business, for example webinars would not be suitable for every type of business. Content generation is important as it invites people to visit your website and engage with your business, which can ultimately lead to enquiries and sales. It also shows your customers that you are an authority in your field that they can trust. And trust is valuable when encouraging people to link to your site, buy from your site or even review your products/services.
As more and more business is conducted online, it really is becoming even more important to ensure that you are giving your business every chance of being found in search engine rankings.