Search Engine Optimisation (SEO)
SEARCH ENGINE OPTIMIZATION
Search engine optimization or SEO is the practice of building websites and landing pages that search engines will reward with high rankings. SEO will not help companies rank well for keywords that are unrelated to their products or services, at least in the long term, and implementing strategies that search engines warn against can often result in ranking penalties. However, in cases where companies compete for the same products and services, the winners nearly universally have implemented a successful SEO strategy.
WHY NEED SEO?
Many online marketers ignore SEO because, unlike paid search campaigns which can be launched and producing effective results in days, if not hours, successful SEO often takes several months to show results. At the end of the day, both SEO and SEM are going to be evaluated by the same “cost per action” metrics. It’s been our experience that an effective SEO program will almost always outperform SEM marketing over the long term. In general, we like to see 40 to 50 percent of our clients’ onllne visitors to have originated from the unpaid search links.
While search engines closely guard the secret algorithms that produce their rankings, they are increasingly open about what is important to them. For example, we have suspected for years that page website page load speed was important to search engines both because of usability issues as well as the fact that a lot more server horsepower has to be expended crawling a slow site than a fast one. Google has now posted that page load is an important component of ranking and quality score.
CGM’s also conducts active outreach on behalf of its clients, encouraging web publishers and bloggers to write about our clients products and services if they admire them. Since “popularity” is an important component in search engine rankings, we urge our clients not to be shy about making and encouraging new friendships.