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Search Engine Marketing

The purpose of a search engine, such as Google, is to return websites or web pages in response to a given search query. A search engine will present results based on the authority and relevance of the information contained within the website or web page and will rank each accordingly, the higher the page rank of a given site the higher and more frequently it will place in the search results.

What is Search Engine Optimisation?

Search Engine Optimisation describes the process of increasing the visibility of a website or web page for search terms related to a given topic or market within organic or natural search results. A further important aspect of optimisation is the user experience, ensuring that a website or web page delivers high quality well written content relevant to the subject matter and presented in a format which is both easy to read and navigate.

Why is SEO important?

Your website is the first point of contact with the great majority of your potential customers. Research suggests that websites listed on the first page of search results capture 90% of the click through traffic and 88% of people will abandon their search if they do not find the information they are looking for on the first three pages of search results.
Websites that appear at the top of the first page of results are perceived by users to be of high quality and at the top of their field or market. Studies have shown that the top three organic search listings will capture 74% of the available traffic. Put simply, if your website is not ranked highly by the search engines you will reach only a small percentage of your potential customers. 

How do search engines rank websites?

Your website is the first point of contact with the great majority of your potential customers. Search engines such as Google use highly complex and continually evolving algorithms to crawl the internet and collect information about websites which is stored and then compared against terms used when a search is performed. 

A search engine will decide which websites to list, and in what order, based on the rank and relevance of the website to a search term. The rank of a website is determined by a number of factors including high quality professionally written copy containing keywords which relate to the subject matter, links from other highly ranked websites and blogs which relate to the subject matter.  The website should also have a clear and well thought site structure which is visible to search engines and clearly defines both the subject matter of the website and the individual pages.

If you have any questions, please contact us and we'd be happy to chat.