Welcome to part 4 of Upshot Media’s guide to getting a good return on investment from your website. In this article we’re looking at search engine optimisation or SEO.
Making sure your website ranks on the search engines
Your website will never bring you a decent return on investment if potential customers cannot find it. If your competitors’ sites are more visible than yours, then of course, they are more likely to win new business than your organisation.
Google is by far the most used search engine in the UK. At the time of writing, Google accounts for 92.69% of all internet searches in the UK with Bing and Yahoo coming in at 4.69% and 1.21%. So safe to say, it’s highly likely that anyone searching for your services will be using Google as a search tool. If your website doesn’t rank well on Google – it’s unlikely to bring you new business.
Your website needs to be search engine friendly in order to rank alongside (or above!) your competitors websites. For that it must be quick to load, clearly understood by search engine robots and user friendly. It must also be seen to be secure. Even if you are not taking payment online, people want reassurance that their personal data will be kept safe.
Investing in SEO for a more successful website
Search engine optimisation (SEO) can be complex and just to make it more “interesting” the search engines change their criteria from time to time. There are lots of books and online articles about SEO, but for best results, I would always advise asking your website developer to make sure your new site is SEO friendly when it’s published. And then make sure you keep monitoring and improving the site to make sure it climbs the ranks.
Unless you plan to devote a lot of time to adding content to your website and building backlinks, you may also want to build an outsourced SEO service into your business plan. It’s an extra cost but over time, it will be reward you with a better website ROI.
Search Engine Optimisation is not a speedy route to the top of the listings, but over time it is the most cost effective way to get your website seen by potential customer. Please don’t overlook SEO - it really does make the difference between a successful, dynamic and profitable website and a wasted investment.
Find out how Upshot Media can help you with Search Engine Optimisation
More articles about getting a good return on investment from your website.
Getting a better return on investment from your website
Designing a successful website
Creating a great user experience
Turn your website into a virtual staff member
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