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Search Engine Optimisation, Now An Essential Part Of Modern Business

Apr 1, 2008
People use the internet for all manner of reasons; the most highly used application on the internet is email, while coming in second is the process of searching. Because of this, search engine optimisation has become an increasingly popular form of advertising for a wide variety of companies. As the majority of internet users regularly use search engines to find information on the internet, it is unsurprising that an entire industry has been built up around promoting sites to return better search results.

The current estimate is that there are four billion web pages on the internet that are open to public viewing. The chances of any customer finding your site over that of a competitor are unlikely unless a course of search engine optimisation is pursued. With so many pages on the internet available by the way of searching, this development can be viewed as a natural evolution of online marketing. Clearly optimisation is the way forward.

The process of search engine optimisation utilises expert knowledge on the ways in which search engines compile their directories and return results. Optimisation rather than manipulating the search engine programs instead helps them to find a site that is relevant to the search query. This assistance promotes the site that has been optimised but always attempts to maintain relevance to the search term.

The importance of search engine optimisation is plain to see. A recent survey found that that information sites and e-commerce websites received eighty-five percent of their traffic through search engine referrals. Seemingly, companies who pursue optimisation are making a far better investment than companies employing other means of online advertising.

It is believed that eighty percent of internet users use search engines to find websites. The search activity is clearly a large element in internet usage and as a company it would be foolish to ignore this trend and ignore the benefits that optimisation brings. If you want extra traffic to your website and subsequently more sales it is vital that optimisation is pursued. Without it, your company's online marketing efforts will undoubtedly founder in what is a highly competitive marketplace.

Organic optimisation is believed by some to be the most beneficial. Paid links or banners, often referred to as 'pay per click' are believed to be less responsive than good organic listing positions. Searchers are more likely use results that have been returned naturally rather than the banners that adorn the top and sides of results pages. This does not however negate the benefits of paid optimisation as it can be beneficial in some industries.

As the main objective of a search engine is to provide targeted results the user is usually already looking for the types of products or services you provide. This is why visitor numbers are so important. Combine high levels of traffic with a well designed website and online business success will be forthcoming. Attracting customers is the name of the game, as most searchers will be actively willing to use your service or products; attracting traffic is the ultimate goal.

As the number of web pages constantly escalates, placing your company website at the top of search listings is never an accident; in order to achieve these kinds of results a concerted optimisation effort must be undertaken. This should of course be made in conjunction with other marketing efforts. It is believed that searchers do not go beyond the first three pages of results; hence if you are not in the top thirty, any benefits will be unlikely.

Because of these reasons search engine optimisation is a vital constituent of business success. As increasing numbers of companies pursue online business strategies it is essential that you should proceed with SEO. Without it your customers will be just as happy to use your competitors instead.
About the Author
Internet marketing expert Thomas Pretty looks into the importance of search engine optimisation in modern online business.
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