For the past 5-10 years in digital, Search Engine Optimisation (SEO) has been the biggest driving force behind the growth of businesses online. This is still the case. SEO is the process of generating organic (non-paid) traffic to your website through the Google search engine. The importance of SEO cannot be underestimated, so if you’re asking how you can make this work for your business, you’re asking the right question.

The trick to succeeding in digital is hitting that perfect cross-section of high traffic and interest with low cost and investment. Easier said than done of course; this is why SEO should be considered your long-term best friend.

How does it work and how do you get to the top fast?

Google doesn’t make SEO easy for any business. Google has a comprehensive algorithm inclusive of 300+ factors that makes it hard for every business to crack. Why is it so competitive? Think about it from a Google perspective. Clicks on organic (not paid) listings incur no cost to the business while generating no revenue for Google. That’s why they have an advertising service called ‘Google AdWords’ – a straight-to-the-top service for advertisers willing to pay per click for a first-page listing. This is Google’s moneymaking machine. Google made in excess of $2BN from AdWords in the 2016/17 financial year. You can get to the top fast by paying Google for those spots and it can often be a good supplementary way to start generating traction for your business but this is not the most viable long-term solution. SEO is your blue sky.

User-friendly content that is fresh and regularly updated makes a great start. This content must contain the keywords or phrases you want to be discovered by when someone uses Google to find your products or services. However, while content and keywords are important, filtering out as many of the 300+ factors of Google’s SEO algorithm is they real key to search engine dominance and making noise in your industry.

 

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