The term "Search Engine Optimisation" or SEO might at first appear to be jargon emanating from the likes of a Star Wars movie. In reality though, it bears more significance to the success of your SMME than you might realise. So what is it, and why is it important for your business in today's digital era?
SEO, very simply, involves several techniques aimed at ensuring that your website is visible to users who type in certain keywords or phrases related to your business. These keywords are "search terms" typed by users in various search engines such as Google, Yahoo or Bing. The main objectives of SEO are lead generation for your business, therefore maximising traffic to your website or online platforms, and finally increasing conversion – which basically means that more prospective customers are becoming actual customers, thereby increasing your revenues.
Understanding keyword search and page ranking
These aspects are best understood with a practical scenario. For example, if a person is looking for a wedding decorator in Durban, they are likely to type "wedding decorator Durban" into the search engine. Research on internet users show that most people are likely to only click on the results of the first or second page of search engine results. Now, what's the relevance of this to you as a business owner?
The pure answer is visibility in the digital market space. As in any shopping mall, office park or district, brand awareness and visibility – especially in retail – are critical success factors. Venturing into the online market space, without its geographic and physical limits, gives you access to 'multiplied markets' with almost exponentially more potential customers at your disposal! However, with as many competitors and search results on major search terms to contend with, it is critical to distinguish your business in the online marketing space.
When it comes to information online, search engines are the dominant channels. For every keyword search, however, thousands if not millions of results are churned out. As an owner of the wedding decoration company, you would want your business's website to be on the first page. This means that you have the best page ranking possible, being found on "Page 1" when users type major keywords linked to your services, products and industry.
Basic overview of SEO techniques
Now that we understand at least the basics of search terms and ranking, what are some of ways SEO can help you achieve this improved ranking and visibility? Well, there are several SEO techniques that small businesses can employ to give them an edge in the online marketplace.
- The production of keyword-rich or SEO optimised content that includes the major search terms.
- The creation of social media pages, such as LinkedIn or Facebook.
- Integration of "backlinks" or hyperlinks into the content being created.
- Regular release of original keyword-rich content online.
- Release of sufficient content relating to nature of the release, be it an article, blog, post, and so on.
The discipline of SEO
Now if some of the above techniques are still foreign to you, that's understandable – especially if you are perhaps not as techno-savvy as some of your peers. We will nevertheless delve a little more into the above SEO techniques in our next article in this series, in order to give you a clearer picture. There is also no reason to worry if the technical aspects are still slightly confusing as SEO is in fact a specialised field. You will find a number of reputable SEO companies and agencies online, boasting remarkable testimonials, accolades and even pricing!
With most industries and niche service providers making a transition into the digital marketing space, digital marketing and IT has become one of the primary business functions being outsourced. With an array of established service providers to choose from, coupled with very affordable packages for SEO and content strategy there is no reason why your small business can't take advantage of search engine optimisation and its great advantages! As your business flourishes there is also no reason why you cannot then consider hiring your own experienced webmaster or marketing person to take care of your SEO requirements.