Digital Marketing and Search Engine Optimisation (SEO) is the practice of increasing the quality and quantity of website traffic by increasing the visibility of a website on a search engine. A ‘Google’ search is a common term in the modern world and involves a user using the search engine Google to look for something they want. However, the user will most often be shown multiple results for what they are looking for and the first search result is the result that captures the user’s attention. Furthermore, because of search result entry limits to a screen, most search results will not even appear to the user. When something like this occurs when marketing a product or a service, the search result that does not get shown to the user or is not first in the list of search results are at a disadvantage.
Search engines work by using an algorithm to systematically look for particular information given to them in a text search query. Thus, more commonly used keywords will stand out to a search engine looking for a website. Using SEO, a website can tailor itself to be more visible in a search engine environment by for example, including stronger keywords that users might use, in its URL or its contents. While there are other ways to create the same effect as SEO by paying for advertisements, SEO is an organic way of creating website traffic that can be done without paying.
When a website uses an experienced digital marketing agency to perform SEO, it is changing the weighting of the website as a search result in a search engine. This makes it more likely to be selected as a search result, and more likely to be featured near the top of the list of search results. To do this, the website could include specific content or text so that the search engine will match a higher number of keywords with the website.
SEO can not only create quantity based traffic, but it can also create quality based traffic. Using specific keywords, SEO can allow a website to be more visible to certain demographics. For example, if a website would want to be visible to technicians and engineers, they would optimise their website to have more technical jargon and keywords to attract the more technically able customer-base. And conversely, to attract less technologically literate customers, more common technology-based keywords could be used so that the search engine will match customers with the website.
Search engine optimisation is a way for websites to bring more targeted traffic to their website without spending additional resources for advertisements. The quality aspect of traffic ensures that the money spent on the website only attracts customers the website wants, therefore making the website more efficient, creating value through SEO. SEO is a method of creating value without spending large amounts of time or resources. Just by tailoring a website to include keywords, a website can increase the quality and quantity of its traffic.
Introtech offers high-quality digital marketing services in Melbourne to increase the rankings of Australian businesses of all sizes. Contact us for an obligation free quote.