SEO-Search Engine Optimisation

SEO is a set of techniques for targeting relevant website traffic on search engines. In the same way that conventional retailers jostle for the most prominent positions on the high street, online businesses compete for the top spots in natural or ‘organic’ search engine rankings. The nearer the top of the results page they appear, the more likely they are to attract traffic to their website and the better potential they have to convert ‘hits’ on their website into sales. The practice of optimising a website to help it achieve a higher rank in relevant search engine results is known as Search Engine Optimisation or SEO.

Organic search engine listings can’t be bought, so for a website to feature high in organic rankings it has to be finely tuned to ensure it’s as visible as possible to the search engines. Search Engine Optimisation offers your online business the opportunity to compete equally with all other businesses in your sector, be they big or small. A well optimised website that ranks high in natural search engine results has vastly superior prospects of drawing in relevant traffic than similar but less well optimised sites which rank lower down or appear on later results pages. SEO gives you licence to punch above your weight – and win. To illustrate the point about why organic search engine positioning is so important, consider the user behaviour of the search engine which has over 80% of the global market share – Google.