The Power of Search Engine Optimisation (SEO) for Businesses in 2018
With the internet going live to the public in the 1990’s, the amount of information on the internet has kept increasing, thanks, especially, to the development of blogging. With the increasing amount of information on the internet comes the difficulty of finding what you are looking for on it. The difficulty is the same as stepping into New York City in search of a particular merchandise store without having it’s name or address– the odds are that a good number of persons will have no idea what you are looking for. But imagine if there is someone with the knowledge of all types of store or places in New York, someone who has been to all of these shops and can give you not only directions to them but also a little information about them to help you determine their relevance to your need. Yes, that is what search engines do on the internet.
Search engines help make sense of the jumble on the internet, providing us with directions to what we need on the internet. But beyond helping the ordinary users, search engines equally help the businesses connect with potential customers – after all, over 90% of internet commercial activities start with searching the internet using search engines.
This works in two ways: by listing the business or product of a business in organic search results or by listing such in paid advertising. While the focus of this blog, however, is on the first, a few words about the second is in order.
Sponsored advertising in this sense is also known as pay per click advertising. It is a way of advertising that connects you with potential customers who already expressed interest in your products and services by searching the internet for such. Hence, search engines will list a sponsored ad at the top of a search engine result page (SERP). Each time your ad is clicked, the search engine service provider gets paid a specific amount from your campaign budget. But what if you don’t have to pay search engines in order for your webpage or product or services to be listed on the SERP? What if there is some other way to ensure each time a person searches the internet for the type of information, products or services you offer, your webpage gets listed on the SERP? The answer to this is Search Engine Optimisation or SEO.
Search Engine Optimisation is a technique of enhancing the visibility of your web page in search engine results. To fully appreciate it, one needs to understand how search engines work. Search engines simply comb the internet regularly in a process known as indexing i.e. scanning the entire internet and archiving the information in a way that makes it easily and quickly retrievable when a user searches the web for it. The idea of search engine optimisation revolves around building your website in such a way that makes search engines not only index them but rank them most relevant to the needed type of web searches. Hence, when a user types in search terms related to the best furniture for a small business, for example, your website is listed in the SERP as one of those containing the information the user requires.
What makes SEO important is that it is cheap and produces the needed result. How? If you ever have to spend money at all, it is on optimising your webpage but if you know just how to do that yourself, you do not have to pay anyone for it i.e. you may not spend a penny on getting your business the visibility and coverage it needs. With a user-friendly interface, it helps you add value to your customers and connects you with the exact persons interested in what you offer. With SEO, you can build your business credibility, for if it keeps showing up in searches, customers are readily convinced you have what they want and will even recommend you to their connections.
Should you find yourself optimising your website for search engines, you must avoid certain practices that may push your down the list rather than up it. While your webpage must contain related keywords and inbound and outbound links, avoid overstuffing it with such as search engines are now smarter than what they were in the early days. They can now tell when you are faking references or just playing dirty to get their attention. Simply focus on producing great, optimised articles. If you’re ready to start implementing SEO on your website, click here to read our top tips!
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