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In this blog, we will dive deep into the basics of Search engine optimisation (SEO). Read further to know What is SEO? Why is SEO essential?
By the definition, SEO is a set of methods aimed at improving a website’s ranking in search engine listings, and could be considered a subset of internet or web marketing. The main purpose of SEO is to achieve higher search engine rankings, which in turn creates a larger target audience.
To quickly get an idea of what the challenge of SEO is, simply type a search term into Google. Enter it without inverted commas, because that’s how most users search. You will get a page of search results and an estimate of the number of pages on the web that are indexed for that particular search term. This number represents the competition of your website for that particular search term.
Let us say that the number of websites competing for your target search term is 7,000,000 websites. If every website is trying to rank in the top ten results in organic search, then there is obviously a problem when it comes to deciding which of these competing websites should actually rank in the top ten positions.
A search engine’s ranking algorithm works like a sophisticated philtre that tries to prioritise web pages so that the most relevant web page content for a particular search query appears in the corresponding top ten search results.
Clearly, one of the millions of competing web pages must be number one for that search query. The question you need to ask yourself is, “What do I need to do to get my website to rank number one?” And also, “How long will it take for my website to be on the first page of organic search results?”
This is why over 90% of websites on the internet today are unknown to the average user. The only way to reach these people is through SEO and/or marketing your website through a variety of other mediums.
SEO is essential
At first glance, search engine optimisation may seem like a fairly complex service or skill that is only relevant to “big brand” companies. However, search engine optimisation is vital for any business, no matter how small, especially considering the world we live in today.
Nowadays, relying on traditional marketing media such as ads in newspapers and on TV is simply not enough. To succeed in a highly competitive business world – a world where target customers spend most of the day accessing the internet via PC or using their mobile phones – both large and small businesses need to run extensive and intensive marketing campaigns on the internet.
And the standard way to build an online presence for a business and guarantee maximum exposure and publicity is to run an effective corporate website.
Importance of Content relevance
For example, you need to develop and publish as much relevant and high-quality online content as possible. You can publish all this content directly on your website or set up linked or separate corporate blogs. You could even publish guest posts on other suitable websites or online platforms.
All that matters is that you put large amounts of related content online. To better understand how a greater volume of content helps to increase awareness of your business and website, think of your business and website as one of the many species of fish that exist in the sea; the sea in this case being the World Wide Web.
With this image in mind, assume that Internet surfers and potential customers are the ones who come to fish. Also consider your competitors for the attention of web surfers (i.e. other companies in the industry and their own online campaigns) as the other species of fish. Now, for the sake of illustration, assume that your goal is to catch as many fish as possible instead of running away or trying to escape the snares and traps.
In this sense, you would naturally want these fish to catch more of you than others. And to achieve that, you have to go to great lengths to increase your population, which in itself is comparable to the volume of online content. Because the larger your population, the greater your chances of being caught. In the world of online business, too, the more online content you publish, the more likely it is that your website will be visited and your visibility will increase.
However, as far as online content is concerned, quality must not take a back seat to quantity. It must be considered with the same concentration, because worthless online content is as good as no content at all.
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