When people search online for something, the search engine they use (e.g, Google, Yahoo, Bing, etc.) returns thousands of results for them to choose from, with the most relevant results ranking higher than others. SEO, or search engine optimization, is a set of actions taken to help raise a website’s rankings and visibility in the search results, making it more likely that the searcher will visit that website and, ideally, choose that company to transact business with.
The most coveted spot on any search engine’s results page is the very first position which gets the most visitor traffic. Other “Top 10” rankings on the first page can also bring significant amounts of traffic to those websites. However, the lower a website falls in the overall results, the fewer the number of people see that link and visit that website. Internet studies confirm that these “click-through” rates fall off dramatically after the first page, and that fewer than 15% of all online searchers will even look beyond the second page of search results.
SEO techniques are always changing in order to keep up with the changes the search engines themselves make to their search algorithms. Even though a website may hold a high ranking today, it will eventually start losing ground if steps aren’t taken to keep it elevated and visible. Search engine optimization, then, is the ongoing process that keeps websites ranking highly and customer traffic flowing to a site.
High search engine rankings translates into more business for that company, and the implementation of a well-designed search engine optimization campaign can give your website a distinct advantage over your competitors’ websites.
Where does your company website rank in Google today? Is it on page 3 (or lower) where virtually no one ever sees it? Or are people finding it on page 1, clicking your link – and then walking through your front door as a soon-to-be paying customer?