For anyone who is building a new website for their business, it is essential that you optimise it for search engines – so that Google, Yahoo and Bing can see your site. This is a practice called Search Engine Optimisation (SEO).
SEO is vital for anyone who has a website. If done well you will begin to see results in how high your website appears on the search engine results page. For example, a really well known and well optimised site such as Facebook or BBC will sit at the top of the search engine results page whereas a website which has not been optimised will sit far down the list, not ranking even in the first few pages!
So why is it important to optimise your website?
- Increases Visitor Traffic
The one main reason to include SEO in your marketing programme is that it will, if done correctly, inevitably increase traffic to your website. As we mentioned in a previous blog post, studies have shown that the top result on search engine results pages gain 33% of the traffic, compared to 18% for the second position and a further decrease from there.
You don’t have to be a genius to understand why being higher up the search rankings will improve traffic. If your site is the first site that people see they are more likely to click through to your site. This does not guarantee that people will click through to your site but it gives you a great advantage over other, competing websites.
- Increases Your Website Conversions
A conversion is the completion of a desired action that occurs on your website. For example, for an Ecommerce site the conversion would be the visitor selecting an item and purchasing it. Because more people are seeing your site and clicking through into it, it makes sense that conversions will increase.
But remember, employing SEO tactics can increase the likelihood of conversions but it does not guarantee it. If the website is poorly laid out and the purchase procedure is unclear, then you are unlikely to gain conversions. There are some tactics that can help to convert traffic into sales, for example making it easy for customers to purchase is a sure fire way to help increase conversions. This is because if the website is laid out cleanly and it is clear where the customer has to click in order to purchase then they are more likely to convert.
- Make it easy for Mobile Users
Modifying your website so it is easy for users on a mobile device to navigate and use is an important step in the SEO process. It has been said that one quarter of global web searches are conducted on a mobile device which now means that mobile versions of websites are just as important, perhaps even more so as the trend for browsing on smart phones increases. Research has shown that over 50% of mobile visitors will abandon your website if it takes more than three seconds to load. This all points to the fact that marketers must optimise their websites for mobile platforms as to ignore this means neglecting a major portion of the global web user base.
As if all this wasn’t reason enough, Google has warned website owners that they see mobile as the future of search and if websites are not optimised for mobile devices their search ranking will be negatively affected.
- Your Competitors are Doing it
Even if you are optimising your site, you can guarantee that your competition is! So if you are not constantly changing and updating your website for SEO then you are losing ground to a competing website who will be. If you are already doing well, it is important you don’t make the simple mistake of ignoring SEO. Your competition won’t ignore it and eventually they will leapfrog your rankings. Ignoring SEO means you will see your website slip down the search engine results pages meaning you can wave goodbye to new business leads!
We Build Websites are happy to conduct a website critique and evaluate your SEO, giving you some pointers as to how you can best optimise your website. Enquire here about this service.