This is a common reaction when we mention SEO. People seem to have a real fear of it – after all it must be impossibly difficult because so many companies charge a fortune for it!
So, what is SEO?
Search engine optimisation is the term used for a set of practices webmasters engage in to promote a website.
The whole idea is to make the website more visible to those who are likely to need the product and services you are advertising. As time has gone on there has been a convergence between what webmasters do and how marketing professionals approach this goal and this is because the big search engines, particularly Google, now recognise content as king. The user experience (UX to the geeks) is everything. This includes the way sentences are formed, keyword density and a host of other factors. It also includes site speed and how well the site is coded. Has the site got the appropriate meta descriptions and titles on each page? Are they engaging? Are the pictures too big, are their too many or too few links and what about liks back to your website? Do you have many? And so it goes on.
None of us can control what our competitors do to their sites to improve them. Most of us can’t afford super fast hosting on bespoke servers but we can all look carefully at the content and presentation of our sites, which will have a huge influence on visibility, the linking factors, we can all drive traffic back to the site to give it credibility in the eyes of the search engines.
Yes, there are behind the scenes processes that have to take place, but these should not be daunting. Yes, it will take time. Changes you make today could take weeks to be noticed by the search engines – but they will be noticed.
There are so many ways to increase your visibility and to ensure that you haven’t missed the obvious. There are also techniques that some are still advocating that will damage your prospects that should be avoided at all costs.