SEO facts – search engine optimization
SEO - IS IT SCIENCE OR ART? – AN OVERVIEW OF THE FACTS
Search engine optimisation or SEO has exploded into a multibillion dollar business worldwide as companies both large and small have grasped the potential of the internet and how to make it work for them. Recent reports showed an annnual spend of £1.4 Billion Sterling on SEO services including PPC in the UK in 2007, and this rose to over £2Billion in 2008. The simple fact is SEO can actually make or break businesses, and business has finally realised this is the case.
Many successful small businesses introduce a website as “a web presence” to an already functional business, or worse still a new business startup, and expect it to automatically improve their sales. Most are then disappointed with their website’s performance as a business driver due to failing to address the usually quite simple essential SEO issues. Unfortunately the truth is that as of February 2007, the Netcraft Web Server Survey found 108,810,358 distinct websites, thats 108+ million, and estmates put the number of site pages as high as 29.7 billion webpages.
You can be sure that unless you’ve invented something brand new, there will be at least a few hundred websites directly aiming at your keywords, and hence for your customer’s keyword attention.
Unless your site is properly optimised to ensure that your customers see it early on in their search, the chances are good that they will end up somewhere else.
It basically boils down to the fact that if you are not in the top 5 positions, you are missing up to 80% of the search engine traffic, and if you are not in the top 10 positions you can expect 1 in 100 hits by comparison to the #1 Position. – Wouldn’t you like to rank better in Google?
Search Engines use complicated and secretive algorithms to assess websites and how to categorise and list & grade them, with regards to search terms or “keywords”. This has spawned thousands of “SEO Gurus & Experts” all professing to have the inside line on this “Art” and with companies charging sometimes $250 per hour for SEO Consulting services it’s not surprising they want you to think of it as a Black Art, and that they are your only hope. This is simply not true.
Whilst it is true that there are many factors to be taken into consideration in a fairly complex overall picture, the plain facts are that the basics of SEO are not difficult and just a small amount of work can often make a huge difference to the overall performance of your website.
Ideally SEO should be taken into consideration at the time of the website design, but most often is not. Some estimate that up to 60% of the world’s websites are completely unoptimised for search engine traffic. The performance of the majority of these sites could be significantly improved upon with mostly relatively small tweaks. The “art” in this science is in defining the end result you want from your website and reverse engineering it into the “SEOing” of your site to ensure the results you want.
The relative competitiveness of your own particular market area will define your degree of difficulty in attaining top 5 rankings which is always the goal, if not actually the top spot itself. Some markets, i.e. Property, Finance, Debt Consolidation etc have many players in the market, some with very high SEO spends (£100k Sterling per month including PPC spend is not uncommon) and it would obviously takea lot of resources to make an impression here.
However of course, the tough markets are where the big money is.
Smaller markets can be taken on and eventually dominated with our affordable seo packages, and depending on the nature of your business this could quite literally mean 10 or 20 times as many enquiries as you currently receive. One of our clients once described it as:
“Rather Like the difference between being in the Phonebook, and not.. “
For further information and an objective (as in non-commercial or company specific) explanation of SEO to help you choose the right company, please download & absorb the Honest SEO PDF File