How does Search Engine Optimisation work?

SEO is a way to ensure that people searching for the services or products you sell have a better chance of finding your website before they find your competitors’ websites.

Search engines such as Google and Yahoo want to make sure that potential customers find what they want when entering search terms or keywords.

So websites that organise relevant keywords in the correct way and within the best site framework get better search results. This means that an intelligent approach to SEO based on the products and services you sell will help you appear within the first pages of major search engines. This increases your visibility, gives you access to a more customers, and lifts your profile as a leader in your industry.

Maintaining your SEO also requires frequent updating of your site, so that the ‘web crawlers or spiders’ are alerted to the change. Every time this happens, your rankings increase as the success of the ‘world wide web’ is based on providing up to date and accurate information to visitors.

But SEO is only one part of the package if you want to be a brand leader and increase your sales. To do this you need to see SEO as just one tool in the tool box.

Its false hope  to think that getting visitors to your site is the main goal.

Getting them there is a small part of the process. It’s capturing them, keeping them there and calling in some consumer action that gets sales. That is the combined job of your total marketing mix. It is not about a site in isolation.

The internet has become the source of more mis-information and fly by nighters than any other single media source before it and we are all now very aware of it. Trust, therefore is king in 2014.

Trust is built, not manufactured. It’s dangerous to think that web based technology and SEO is the answer. It’s only one tool and just as a good tradesman will use the ‘full set of tools’, good marketers will too.

Today’s successful brands make sure that they are part of the conversation that clients and prospects are having.

They lead, engage and follow the conversation that their clients are having. They use PR, main stream media, blogs, social media, audio/visual, email, direct mail and unique, meaningful content to engage their customers in this conversation. They get to top of mind with a clever mix of mediums and smart new ways of engaging.

On-line presence and internet web usage therefore becomes just one more tool.  You entertain marketing peril to shut down one successful marketing approach in search of another without a lot of homework first.
All tools need to be working in sync, as part of an overall structured and planned mix. Your on-line presence then becomes the icing on the cake.