You’ve built the Website, but will they come?
Making a website easy to use is one thing – making it easy to find is quite another!
Advertising your website on business cards, flyers, shop signs and other hard-copy material is extremely important, but also limited in itself as it generally only drives traffic that already knows about you.
What about all those potential customers who don’t even know you exist? The traditional method of Yellow Pages advertising can be extremely expensive with little means of measuring effectiveness. For example, you can record the number of enquiries and sales that come from the Yellow Pages, but what about customers that saw the advertising, considered it but for some reason turned away before even contacting you?
Search Engine Optimisation and Marketing (SEO/SEM) combines the widespread availability of Yellow Pages with the advanced analytics and measurement available through the internet, and all for a fraction of the cost of traditional advertising.
What’s a Search Engine?
Think of Google, Yahoo, Bing etc. and you’re talking about a Search Engine: sophisticated programs that index and rank the pages of the World Wide Web according to terms and categories they predict that humans will search for. Your search query can be as general or specific as you wish, and the search engines will try to return the results they feel are most relevant.
Most search engines – especially Google – provide results in two categories: Organic and Sponsored.
Organic listings are ranked by search engines according to their respective algorithms. The exact details of these algorithms are closely guarded secrets (like Coca Cola’s recipe and KFC’s 11 Secret Herbs and Spices), but generally speaking a website page that performs well in organic listings will satisfy the following criteria:
- Relevance – the page(s)
- Recency – the page(s) is frequently updated (not every day or week, but every few months will usually suffice)
- Linking – the page(s) links to other pages of similar relevance, and vice versa.
Sponsored listings are paid for by the respective site owners for inclusion according to the keywords, location, etc. that they desire. Most search engines separate Sponsored listings from the Organic so you can tell which is which.
Expert SEO & SEM Services
In partnership with Atticus 51, Rhys Hendrix and the team at Etelligent Marketing can provide expert search engine optimisation and pay per click advertising services for your business.
Contact Atticus 51 for more information and a referral to Etelligent Marketing.
