What Is Search Engine Optimisation?

Search engine optimisation is the technical process to make your website content and purpose as apparent as possible to search engines. Search engines attempt to present users with the most relevant websites and website pages possible for any search that a user enters. So the search engine optimisation process is about ensuring your site ranks highly for relevant and popular search phrases.

This is particularly important because surveys have shown that 70% of searches never look at results beyond the first page (i.e. the first 10 results); and another 20% don’t go beyond page 2. So, if you want your website to attract visitors that are looking for particular search phrases you need to ensure that your website is as highly optimised as possible.

Visitors from search engines are pre-qualified in that they have been searching for a product or service and have evaluated the search results presented, choosing to click on a link to your site. This can result in some very impressive conversion rates compared to other media.

Search Engine Optimisation Industry Statistics

  • Search engines are the single largest source of traffic to sites.
  • Hitwise reports that up to 30% of upstream traffic is from search engines.
  • 88% of US retailers invest in Search engine optimisation.

Advantages Of Search Engine Optimisation

  • Traffic is pre-qualified. They are actively looking for your product or service
  • High click through rates
  • High conversion
  • Very cost effective

Disadvantages Of Search Engine Optimisation

  • May require changes to site content
  • May require changes to site technology
  • Dependent on link popularity, levels of competition, sufficient content and customer demand.
  • Takes time to implement and time to take effect

When to Use Search Engine Optimisation

  • Essential for any website marketing campaign due to cost effectiveness and quality of traffic generated
  • Content rich sites should fully exploit this opportunity.