Why is Search Engine Optimisation Important?
S.E.O., (Search Engine Optimisation), is the process of analysing and building web sites so as to be found and analysed by a range of search engines.
This process allows the content of web sites to be more prominent to search engines, by making them more attractive to their ‘crawling’ software. The more relevant a site is, the higher it will be indexed. Quality SEO service providers are able to use their skills to increase the level of traffic to your site, of customers who want to use your business!
The use of SEO allows customers to easily locate your site. Whilst newspaper and magazine advertisements display your web address, as can radio ads, these are short-term. They allow a direct link for customers, who type in the full web address, but a larger proportion of potential customers use search engines to find a suitable business. These internet users type in keywords to a search engine, and then are given a display of ‘suitable’ matches to their search. Those listed on the first page, thanks to effective SEO, tend to be those businesses which are most used.
SEO uses a variety of information in order to increase the visibility of a specific web site and to therefore raise its ranking for particular search engine searches. These include a careful study of the web site itself.Each site is analysed. The content held within its pages is studied to see if changes need to be made to help the search engine ‘spiders’ to view the site correctly, and then to index it favourably.
Some Search Engine Optimization methods are not advisable. These are commonly referred to as ‘spamming’, such as keyword loading, duplicate content, false redirects, and hidden links. These are effective in attracting increased traffic to your site, but only in the short term. Most visitors do not have any interest in your site and so will not want to use your business. Search engine operators will also detect and remove your site entirely from their indexes. This can have a dramatically negative effect on the level of potential customers which are directed to your site. A highly visible site is a more profitable business!
SEO allows your site to be indexed on the first page of its relevant search results. Potential customers are then directed to your site, for a service or product for which they are looking, and so are more likely to buy!