Sales and SEO
Let's first be sure we understand what SEO is.
Search Engine Optimisation (SEO). The way in which a website and/or web page is created to attract visits from internet users who use search engine to find the most appropriate web site to answer their question.
Google is far and away the market leader in internet searching and so I will refer to them, but everything here is just as applicable to Yahoo, MSN and most of the dozens of other search engines available.
Google wants to retain it's market share. It does it now by trying to provide the best possible suggestions of sites to visit based on the users query. It works hard to analyse all of the billions of web pages available and matches user and page as best it can. Depending on how Google 'values' your site it will serve pages in the search listing on page 1, 2 or maybe page 100! This is known as you sites' natural or organic ranking.
The problem is that you may be the best in the world to answer the searchers question but unless Google knows about and understands you and your site you will be on page 100! Introduce me to the internet users who search beyond pages 1 or 2 and I'll meet them individually all on one day. The reality is that, unless you find a suitable answer on page 1, you will probably change the search terms at the top of the page and try again.
SEO is simply the way in which we help Google to understand what your site is about and for which search terms it should be suggesting your site in the top ten results.
So let's look at some of the ways in which we can help Google understand you and your business.
When we look at a web page we see the wonderful colours, the terrific design and great visual effects the web designer has included. Sadly Google never sees this. All it sees is the HTML coding that generates the visuals. An axample would be a fantastically designed header to the page that included as part of the image a statement like 'We design all types of ceiling widgets, wall widgets and floor widgets. There is no one who understands widgets better that us." OK, we understand that it looks like this really is the place to find widgets. However if you look at the code behind the page, the bit that Google looks at, you will see no metion of the text and simply a reference to an image called something like headerimage1.jpg. So all those good, descriptive words are lost. Now there are plenty of ways to overcome these problems but many don't and the impact is lost.
Another aspect that influence Google is the volume and freshness of the site. A site cram packed full with every aspect of information about widgets that is added to on a very regular basis will be looked upon as a relevent site and ranked accordingly.
How important other people think you are is another key factor. If you have links to your site from other important, and relevent, websites will undoubtably increase it's ranking.
What's this got to do with sales? Well I guess you have a web site to advertise your products and services? Not having good SEO on your site is like having a high street shop full of goodies but with the windows blacked out and no sign above the door.
I guess you are reading this as a sales manager or business owner trying to unravel the web jargon that you are being asked to spend money on without really knowing what it's all about.
Rest assured, if you want to ensure that you get return on investment from your website, SEO isn't just an option -it's essential.
©AlloyCRM 2007
