Search Engine Optimisation (seo) - Benefits For Small Business
There seems to be a wealth of information on the internet about search engine optimisation
, some of it good, some bad and some, well, simply confusing.
I run an SEO Company but I am also a small business owner myself and so I thought I'd try and highlight the main benefits to a business of search engine optimisation (SEO) and cut through the surrounding hype and just concentrate on the actual facts.
So firstly what is SEO; it's really a collection of techniques, a checklist of improvements to make to a website or on a web page to ensure it is maximised for readability and visibility by both users and search engines.
That seems simple enough and indeed it needn't be a complex process or even a big budget deal if you just take search engine optimisation one step at a time and most importantly, don't expect overnight results!
So what are the benefits of SEO? There are benefits for all, for you the owner, your visitors and customers and even the search engines are happy.
So as you're taking the time to read this let's start with you. SEO benefits you and your website with:
Low Cost Per Customer
You don't pay the search engines to index your web pages so if you can optimise your website, get a high position and generate sales then you have advertising on the largest possible scale for absolutely no cost.
Targeted Prospects
Search Engines like Google are providing a service to their customers. They want to return high quality, relevant content when their customers enter a search query. As your website has been optimised with the correct keywords the people visiting your website will be more targeted and should be closer to conversion; for example, buying, downloading or subscribing to a newsletter.
Great Content
SEO will produce subject-specific content, categorised and labelled in a way that will enhance readability and customer experience. Also quality content attracts quality links from people that view your site as an authority. Investment in content is crucial and will benefit your business and improve your search position and ranking.
Brand Visibility
Everyone is looking to get on the first few pages of search results but, obviously, not everyone can. You need to be one step ahead of your competitors and ensure a high position for your website and maximise visibility for your brand and your business.
Structured Website
An optimised website will benefit you with a clean and structured website which will be easier to manage and will naturally scale as your web content increases.
Brand Perception
Being visible on the search engines provides not only awareness of your website and business but also increases customer confidence and perception of your brand.
I've talked about how search engine optimisation can benefit you, the website owner, but what are the benefits for your customers and visitors?
Better Value and Choice
Without the need for high rent retail space and big budget advertising online business has revolutionised the customer's purchasing decisions. This cost saving benefits customers with both lower product prices and greater product choice.
Easy to find
A website that has been optimised will be easy to find in search engines. Keyword rich content will be indexed and even if the person searching only remembers a snippet of the information from your website it will be easy to find again.
Improved Customer Service
A well structured and optimised website provides your visitors and customers with access to information, updates, help, advice and a means of communicating with you at a time that's convenient for them.
Improved Usability and Access
Your optimised website with its clean structure and code will benefit all visitors including those using accessibility tools such as screen readers.
As you can see there are many benefits to search engine optimisation, some of which are far less obvious than others.
A higher Search Engines Results Page (SERP) position is the ultimate destination but there are many more benefits in taking the journey!
by: Trevor Jones
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