Search Engine Optimization (SEO) is the most important thing you can do if you want to increase the traffic coming to your website. We all know how important internet and website searches have become, just imagine if people searching for your product or service saw your website first when looking to purchase. It is important that you increase your website ranking so that your listing will be the first one people see when searching.
There are 2 types of listings appearing on the search engine, Google, Yahoo and Bing are the big 3, search results pages. The first 2 or 3 listings that are highlighted at the top of the page and the listings on the right hand side are paid ads, also known as Pay Per Click (PPC), you sign up with the search engine website and you pay an amount that you agree to every time someone clicks on that listing or ad. The search engines let you set a budget so that your ad disappears when you have received enough clicks and your daily or monthly budget has been met.
The second type of search result listing is the organic listing. These are the non paid listings that appear naturally due to website contents relevant to the term (keyword) that the person searched for. The impact of being one of the first 3 organic listings is huge. Through proper website structure, content and authority your website can move to the top 3 and the beauty is once it’s there all of the clicks are free. As you increase website rankings in the search engines you will see the traffic to your website begin to grow. This will result in more customers or leads.
There have many studies done on the effectiveness of paid vs. organic listings and the organic listings always come out on top. According to a study in the UK 94% of people searching click on the organic listings and only 6% click on the paid advertisements. And the numbers get less for the paid ads for the age demographic 35 and younger. Here is an excellent report on the study.
SEO is an ongoing process, Google made 6 changes in the way it determines which website is the best match for a specific search term in the last half of 2013 alone. What was working to get your website on the front page 3 months ago may get it penalized and sent to the end of the search results this month. It takes someone that constantly monitoring these changes and can adjust and implement new strategies to increase your website rankings and keep your website at or near the top.
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