Search engine optimisation in its simplest form is the optimisation of web-based content so that it appears higher up on search engine results pages. Have you ever heard that “the best place to hide a dead body is page 2 of Google search results”? Sure it’s a geeky joke, but it neatly illustrates the behaviour of internet users and the importance of search engine optimisation.
If you want your website or business to be found in customer searches, it needs to appear on the first page of organic search results because these are the most important. First page results account for 91% of the click through rates for most search terms. Ideally you want it to rank up around the first few results as data shows that the first two results dominate 50% of search traffic in terms of clicks. This drops off to only 3.5% for the seventh result on the first page, so you can see why it’s important to rank highly.
Search engine optimisation is the key to ranking higher and getting your business in front of your customers’ eyeballs because it helps search engines like Google understand what your site is about and makes it easier for the search engine to determine if it’s a relevant result for the search query. There is technical search engine optimisation that includes a long list of on-page and code-based tasks that need to be completed on every page of your website, and non-technical search engine optimisation that includes things like content marketing and keyword research. If your site has a lot of optimised quality content that is relevant for the search audience and all the technical search engine optimisation tasks are completed, you have the best chance of out-ranking your competitors and getting free traffic to your site.
Take our site audit to see where we can help you improve your search engine optimisation strategy.