| Search Engine Optimisation |
Search engine marketing has been growing in popularity in the recent months as advertisers are recognising the potential in targetting customers already searching online for their products/services.
Research has shown that most users searching for topics are more likely to visit only the first few websites listed by the search engines than trawl through the rest of the results. It is critical to understand how Search Engine Optimisation (SEO)* can fit into the overall communication strategy.
*SEO is a process of optimizing a website in order to gain top positions on search engines for various keywords, and drive more traffic to the site.
An effective SEO will allow the site link to appear as a natural search result rather than as an ad (more credibility). SEO can also be seen as a form of online PR.
Key Elements that influence a page’s ranking :
- Keywords in the title tag.
- Keywords in links pointing to the page.
- Visible keywords in page content.
- Link popularity.
Understanding how SEO works and applying it effectively is as a key differentiator from pay-per-click search advertising. This will differentiate between well-directed online campaigns and less focused ones.
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