Search Engine Optimisation (SEO) is the process of optimising the content, the technical systems and reach of your website so that your company appears at the top of the search results for a specific set of keywords that have been entered. By using SEO it attracts a higher volume of visitors to your website to look into purchasing your products, services or information. SEO is also one of the best practices for good digital marketing. It means that key companies in the market can be found easily and have valuable content.
However there are some disadvantages to SEO that should be considered before an organisation adopts an SEO strategy digital marketing strategy. The biggest disadvantage is the lack of predictability. It is hard for companies to estimate the return on investment and effectiveness of SEO’s. Another disadvantage is that there is no instantaneous results to the investment of SEO’s. It takes time for results to come into effect and companies often have to wait for it to be the most effective. It is also costly, and an ongoing investment, which does not always result in return on investment.
A very common SEO tool is through Google. Google offers the Search Console to track the analytics behind your SEO. This Search Console allows brands to confirm that Google can find your site, you can view your search traffic, and use tools to optimise and enhance your site.
To get the most out of your SEO strategy, companies should stick to current SEO techniques. Therefore, they should steer clear of techniques that are dying out such as link spamming; automated tools that build thousands of back links to a site, link networks; back link networks that build links to sites automatically and press release spam; submitting press releases with every blog post made or whenever you have a minor activity (e.g. a good dinner).
Overall, 67% of all the clicks of a customer journey map are from the first 5 listings on a search engine results page. Therefore, it is definitely worth while to look into SEO and how it can promote your company.