The process of Search Engine Optimisation is an integral part of any businesses aiming to establish a prominent online presence. The ability to enhance a website’s visibility within organic Search Engine Listings (SERPs) is a crucial tool to propel a business’s virtual presence above that of its rivals. The widespread prevalence of Pay Per Click (PPCs) ads – some $28 billion was spent in 2010 in the US alone – highlights how important Search Marketing continues to be.
With Click-Through-Rates (CTRs) for PPC of around 14.5%, there is still much audience share to pay for in the Organic Search realm of SEO. The top three positions in natural searches averaged over 35% of Clickthroughs in 2011 showing the potential traffic wins available from performing truly effective SEO.
What it takes to be Top-Ranked
An incredible amount of dedicated research and ongoing application is required in an SEO campaign, and even then over 200 ranking factors are employed by Google – many of which undergo tweaks or amendments on a daily basis. This means that knowledge must be continually updated and expertise regularly honed to adjust to a search landscape constantly altered by minor algorithm tweaks, new filter applications and new techniques devised by competitors, not to mention Google’s major updates. The main techniques can be broadly broken down into two separate disciplines that, when combined, will provide a comprehensive SEO strategy:
Major SEO Disciplines
- On-Page Optimisation
- Off-Page Optimisation
With the advent of Local Search, Social Media & Social Search and the impact these have on Google’s algorithm, SEO is now influenced by PPC, PR, Branding, Client Relations and of course Business Development and Strategic Partnerships. The integration of SEO within such broad complex disciplines requires an understanding on how to plug into the online conversations as well as provide a coherent business-wide message.