Essentially search engine optimisation or more commonly referred to as SEO is a way of making it easier for search engines like Google, Bing, etc. rank your page. Search engines companies utilise proprietary algorithms to analyse your website and rank them based on their relevance to the user's search.
The O in SEO stands for optimisation which is what needs to be carried out for the search engines (SE) to rank your website. The optimisation process includes many aspects of what search engines like Google look for in a “good” website. These include:
It estimated that Google alone can analyse a page against over 200 metrics to decide whether a page is considered “good” or not.
There are 2 distinct types of traffic and these are Paid or Organic
Paid traffic refers to any traffic that is won by using search engines marketing platforms to “pay to rank”. Depending on how much money you spend and budget you can pay to be the first result on the page. However, this can get very expensive in competitive markets.
This is why organic traffic can actually be more cost-effective in the long term than paid traffic.
Organic search refers to having what Google believes is a relevant page to the user's search. Organic traffic requires a lot of optimisation and good quality content to facilitate positive user experience. Ranking high organically on search engines requires meeting most if not all of the previously mentioned SEO factors.
SEO focuses on optimising for this “free” traffic from search engines. Although it is considered free traffic a lot of time and considered effort is required to get to the top of search engines for keywords. This is where an SEO professional comes into the picture, as they have experience in getting results.
The amount of time it takes to see the result can vary depending on your budget and approach. While creating great quality content that both your readers and search engines will love is the most effective, but also takes the longest. This is because Google has so many pages to rank for a particular keyword or phrase. So creating great quality content that lives on your website is the best approach as it is everlasting.
On the other hand...
Getting quick results means spending money and depending on the industry this could mean A LOT. Now most often then not you can begin Google Ads with a small budget and get some traffic to your website. This is good, but you will soon notice that after a while you will see statistics telling you that you are appearing 4th or 5th position on Google Paid Traffic. This means to get to the top of the paid search you need to potentially optimise your ad or more often spend more money.
Honestly, it is up to your budget and what you are willing to spend. There are usually two camps of people when it comes to spending money for SEO, the people who are willing to spend with knowledge of future growth and those who see no value as it doesn't return immediate ROI.
In terms of strategy if you have the budget to spend on both you can have the best of both worlds. Some initial immediate traffic to your website while still creating great content that engages customers and builds trust in your brand/service over the long term. Therefore creating a long term plan will benefit your business more than looking for clicks. That is why enlisting a professional to carry out the work is crucial for success and that ROI that most people are after!
If you have any questions about how SEO could work to increase your revenue send me an email at firstname.lastname@example.org. I look forward to hearing from you!