||Search Engine Optimization: Benefits
||Search Engine Optimization :
(SEO) is the process of analyzing your site and modifying it to enable search engines to read it, understand it and index (or catalog) it correctly. This is not rewriting the site or changing the look and feel. It is subtle changes, adding or modifying inconspicuous visible and invisible text so that the search engines can read the site. SEO is not 'spamming' the search engines - it is simply helping the search engines help you.
The need for SEO has become acute in the past few years. Web sites are being created with Java, Flash and images all of which search engines cannot understand and ignore. If the content of your website is ignored by the search engines then they can't index your site, If your site isn't indexed then no one will find your site by searching for it in Google, Yahoo, MSN, etc. If no one can find your site then your hard work and money spent creating the site is in vain.
SEO Benefits :
There is more to search engine optimisation than just marketing, as companies can derive many business benefits from using SEO.
SEO helps in generating leads, sales or simply building awareness.
- SEO Cost-effective
There is no payment to the search engines for being indexed. This is important for high volume, low intent phrases which can be expensive in paid-search (eg ‘car insurance’).
It can also be useful for generating visitors on the long tail of search. Many companies bid on these phrases through paid-search, so giving opportunities for those who use an SEO strategy for the tail.
- Fixed Costs With SEO
The cost of SEO is relatively fixed, independent of click volume. Effectively, the cost per click from SEO declines through time after initial optimisation costs and lower ongoing optimisation costs. Conversely, paid-search is essentially a variable cost.
- Brand Visibility With SEO
Think about that search on ‘auto insurance’. The big insurance companies are all desperate to make it onto the first page of Google. The ones that didn’t make it either need to buy PPC ads to be seen, which is expensive for such a competitive search query.
- Web Standards / Accessibility
Designing a website for search is an exercise in designing a best practice website. Search engine crawlers notice errors in your code, so valid code is a must for SEO. And that makes for a healthier, more accessible website. Accessible for Google’s crawlers, and for people.
- Repeat Business With SEO
Customers referred from search engines tend to stick around for longer. Increase customer lifetime revenues via SEO!
- Customer Acquisition - Targeted Prospects
Search is demand-driven, so anybody referred from a search engine is hoping that your web page matches their search query. If it does, and you show them all the information they need to see, they may well become your next customer.
- Credibility / Brand Perception
Why aren’t you in Google for ‘auto insurance’? Consumers expect big brand businesses to be prominently placed in Google, so what is the effect if you aren’t on the first page or two?