So
many times I have been asked what it is I do for a living. Explaining the
practice of Search Engine Optimisation before your audiences eyes glaze over is
certainly a challenge.
The
explanation that resonates with most is to determine what industry your
audience works in and suggesting a search query that would typically be typed
in the search engines to find the services or products that this industry
supplies.
Maybe
they run a home rental management company in Auckland, New Zealand. So the
common search phrase may be “Home Rental Management Company + “Auckland”.
The
fact that the businesses that appear at the top of search results page for this
search query indicates that Search Engine Optimisation in some form or another
has been applied to the site.
This
would be all that is required to explain Search Engine Optimisation (SEO)
however as in life the explanation needs some further details.
Organic Search Results
Search
results deliver two very different results. Those that have earned their place
near or at the no.1 position on the search result page (SERPS) due to solid SEO principles and excellent unique and interesting content that deserves its top
spot.
These
results are commonly referred to as organic search results.
Paid Search
The second type of results are those referred to
as Paid results. These are easily identified with a small yellow icon 

The
AdWords placement can vary from as little as a dollar per click (CPC) to as
high as $50 for industries such as Insurance, loans and Mortgages.
What influences high page ranking in Search?
There
are many factors that influence good page ranking and even if you have clicked
most of the good practice SEO boxes for on page and off page optimisation
without good content that informs and educates the user that is unique and relevant
all else will fail.
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