The Business Bulletin
SEO: Why it’s not a one-off exercise Just doing SEO for your website launch, then leaving it, is like having a shop with its windows boarded up. People will come when invited to the grand opening, but after that they’ll walk past every day and forget you’re there.
You’ll understand why I say that later.
So now you know the jargon, what
readers. They consider how long
But first, let’s make sure we’re talking
does SEO actually mean?
people spend on each page, how you
about the same thing.
What is SEO? ■ SEO – an abbreviation of Search Engine Optimisation. ■ Search Rankings –the order of results returned from a search engine. The higher your page
Well, it’s all about the actions you take to get your pages ranked as highly as possible in the major Search engines. Notice that I didn’t say “in Google”. Whilst Google is the biggest, most popular search engine, there are other smaller, but still significant players like Bing (which is Microsoft) and Yahoo. That said, I’m going to use
got there, where you go afterwards and thousands of other complex, subtle factors. SEO is no longer about loads of keywords squeezed, sardine-like, onto a page, like it used to be. Now it’s more about understanding your customers’ problems and providing useful information to help solve them. If you can do this, you have a much
Google for the rest of this article. Just
better chance of climbing higher in
for ease.
the rankings.
The algorithms got clever!
Good content isn’t enough
complex calculation that
Search algorithms have evolved
So, you might be thinking that a bit
search engines use to decide
enormously in recent years, especially
of keyword research and well written
whose web page gets
with advances in artificial intelligence.
content will be enough to get you
ranked where. The thing that
They now understand what your
noticed by Google. It may well be.
calculates the search rankings.
content is and how useful it is to
But not for long. You see, while you sit
appears in the rankings, the more chance you have of being seen by readers. ■ Search Algorithm –the
14 | Issue 2 – Sales and Marketing
