Online Search Engine Optimisation Bible Moz.com describes Search Engine Optimisation as “…a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.”
In the search results, Google™ provides links to pages it considers relevant and authoritative and will provide the right information based on the users’ search query.
Search Engine Optimisation is a long-term strategy, where the right SEO can net you thousands of visitors and increased attention. It is also a constantly evolving strategy which means that you need to keep your finger on the pulse at all times.
CONSIDERING IF SEARCH ENGINE OPTIMISATION IS RIGHT FOR YOU?
Consider this analogy: “Let’s say the internet highway is the freeway and we consider the following scenarios.”
- You’re not on the freeway (i.e. your not doing SEO);
- You’re on the freeway but you’re in the slow lane (so you’re tinkering with SEO);
- You’re on the freeway in the middle lane (you’re working your SEO well); or scenario
- You’re on the freeway in the right-hand lane giving it a little bit more than the others.
Search Engine Optimisation AnalogyIn ‘Scenario 1’, you’re thinking about merging onto the freeway, let’s face it, its a long way to Margs going the back roads. Meanwhile, all of your competitors are on the freeway, optimising their travel-time and reaping the benefits of more time in Margs (more free SEO traffic).
Scenario 2, you’ve decided to get on that freeway, it’s a little crowded, you’ve read a couple of blogs, follow a few websites and you’re giving it a go. You’re in the left lane doing 80, some headway but certainly not as much as your competitors in the middle and right-hand lanes. Some rankings but certainly not seeing the returns for your efforts. Will you keep going or will you decide at some point to give up and get off the freeway?
Scenario 3, you’ve seen some results and you have a taste for success but you know you want more. You do the right thing and hire a Local SEO expert. Together, you keep buying, trying, testing, and removing optimisations. You watch your competitors and study their moves for inspiration, but you don’t worry. Everything is running to plan. Suddenly, a few months in, something happens. You start placing in on the first page for some key search terms. The website traffic (and new business) is slowly starting to add up. Risk level lowering!
Scenario 4, you start to invest more in your SEO than your competitors and eventually, you start winning. Your organic traffic gains start to offset all your losses with a healthy margin of revenue leftover to enjoy. But it’s important you think about the next Google Update. New technology will arise. New search conditions, new competitors, and a hundred other factors will need your monitoring.
WHY SEARCH ENGINE OPTIMISATION IS VITAL FOR BUSINESS
You can’t just sit still just because you’re winning – if you don’t stick with it, you’re going to fall behind again. You can’t afford to do that after all your investments. Have a look into our affordable SEO packages.
This is why we measure SEO ROI over time, together we can get your site to the top of the rankings and with a long enough freeway, you’ll see a return on your investment.
We have used the freeway traffic analogy a million times. We have used it in pitch decks, live presentations and chats over coffee. We want to make sure from the outset We are explaining to our clients what they will be in for with an engagement. SEO is a long-term strategy that is part art, part science. You need to know where you’re going, what your competitors are doing and constantly adjust along the way.