28 Search Engine Optimisation (SEO) is where a process of techniques are implemented on a website’s design to improve a website’s ranking on Search Engine Results Pages (SERPs) – which all sounds very formal doesn’t it – but in layman’s terms, get your company listed higher on Google, Edge, Firefox and Safari and your potential buyers have a better chance of seeing you! So, how do we do that? Search Engines all have the same objective, and that’s to provide the user using the search engine with the most relevant websites relating to their query/search. If a business has effective SEO, such as high-quality precise content monopolising keywords, the company’s website will display high on SERPs. By having a website display high on SERPs, users are more than likely to click onto a higher-ranked website, meaning an increase in website traffic and brand awareness – the audience are then viewing the company’s website and learning about what they have to offer. This provides companies with the opportunity to engage an audience and convert them from a ‘potential’ to an ‘actual’ customer, and an ‘already’ user to a ‘regular’ user. Focus on: precise titles, meta tags and preview lines, engaging content, relevant keywords – note, the relevant keywords are ever evolving so they need updating accordingly and regularly. As SEO is also always changing, as does a search engine’s algorithms, it’s important for businesses to regularly check the effectiveness and performance of its SEO and keep up-to-date with changes within the industry. THE DIFFERENCE BETWEEN SEO AND PAY-PER-CLICK ADVERTISING Search Engine Optimisation (SEO) is a series of techniques that are free to implement on a website to improve a website’s ranking on SERPs. Quality of content, keywords, meta tags, alt tags, are just some of the improvements a company can add to its website creation to improve its SEO. These ‘free’ adjustments will organically increase the ranking and visibility of the website listing on SERPs over time. Whereas Pay-Per-Click advertising, is a fee-paying advert placement on a SERP, where each time an advert is clicked by a user a payment is made to the Search Engine that’s placed the advert (ie Google). Google Ads will establish a set of keywords, creating an advert optimising those keywords with a link to the businesses’ website. Additionally, a difference between SEO and PPC is that SEO is always running, it’s a 24/7 analysis and ranking, while a paid advert placement will be for a time-set period. The placement on the page of a PPC advert will be at the top of the search results page (horizontally), or along the sides (vertically), while SEO lists your page organically based on metrics, and this will be displayed under the paid advertising. SEO. We’ve all heard the word, but what does it really mean in the online world? Gift Focus Managing Editor, Danielle Harvey tells us more in the third and final part of her series JOIN THE SEARCH PARTY
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