It’s the aim of virtually every organisation on the internet to rank highly in the major search engine listings, this is especially true when you consider that over 90% of all search traffic goes to those links on the first page. (Using the Internet: Skill Related Problems in User Online Behavior; van Deursen & van Dijk; 2009) But how do you ensure that your web presence attracts the interest of Google and other major search engines?
It was easier some years ago when creating higher search rankings involved a more simple process. You could simply load your pages with hidden keywords to fool the relatively basic search engines indexing techniques. These days the search engines are highly complex and require considerable efforts to maintain high listings.
One of the more obvious ways to get a higher listing is to pay for one. Pay per click advertising (PPC) allows you to select a series of keywords which display your link as a paid advert when they are selected. Whereas this form of advertising can be somewhat effective for a short term campaign it can often lack a longer term efficiency. Statistics show that, on average, only around 10% of users click on PPC advertising links. (GroupM UK and Nielsen Research Report) Therefore, a more effective method needs to be employed.
This is where organic SEO comes into play, it refers to unpaid techniques to improve your organisation’s search ranking, these can include back-linking and the regular creation of high quality content which contains relevant keywords.
Major search engines crawl the internet searching for recent, human readable content which they index creating a series of keywords as the backbone for search results. When a search engine user requests a search the engine looks for these keywords.
Therefore, to ensure that you garner the highest possible search ranking you need to first research and create a list of relevant keywords for your organisation. Look at your high ranking competitors and use tools such as Google Analytics. Once you have established a set of keywords you should look to create content such as a blog or articles which contain them. The search engines now use artificial intelligence to review content for quality and relevance as well as the number of times a keyword is included, they also look to see how recently the content was uploaded.
When you get this right you can create an effective way to build and maintain your search engine ranking, however this is far from a quick fix, organic SEO requires ongoing maintenance with new content being added on a regular basis to ensure that your site remains relevant to the search engines.
It’s vitally important to ensure that you select the correct keywords in order that potential clients are presented with your website and not your competitors. The most effective way to manage your organic SEO is to call in specialists who can ensure that you have professionally written content containing highly relevant keywords.
With their 15 years experience in delivering professional online marketing for a wide range of clients, MM Group are the specialists you need in your corner. Their SEO specialists will research and create powerful keywords and then deliver regular articles or blog posts to ensure that your site remains relevant to the search engines and keeps its first page ranking.