Having a dominant online presence has never been so important. The number of people that use the Internet every day is simply remarkable.

According to a report provided by USC Annenberg Center for the Digital found, the average Internet usage per person has climbed to 17.6 hours per week. This is phenomenal when you consider that we only used the Internet for 3.3 hours per week back in 2000. This represents a monumental opportunity for businesses all over the world.

If you fail to take advantage of this and market online effectively, you will seriously fall behind your competitors, and you will feel the impact in terms of poor sales.

When devising your Internet marking campaign, one of the main areas is search engine optimisation. Utilising SEO is crucial because it is the way in which you improve your visibility and climb up the rankings on the search engine pages, such as Yahoo and Google. And this is obviously very important because it goes a long way to increasing your customer base and your brand recognition.

SEO definition

SEO is short for search engine optimisation. It involves enhancing the quality and quantity of traffic to your website through organic search engine results.

How does SEO work?

SEO works via using different strategies, such as social media optimisation, link building and copywriting, in order to build up your online presence. It is an integral component of any business’ online success.

Moreover, there are a whole host of different benefits that are associated with using this strategy in comparison to the other ones available today.

Why is SEO the obvious choice for online marketing?

First and foremost, SEO is one of the most cost-effective options available. You can create a strategy to suit your budget. This is even more so important in the current economic climate. Employing an expensive and elaborate marketing plan is simply not feasible for a lot of businesses. But there’s no need to worry as search engine optimisation has the desired effect for little cost.

In addition to affordability, search engine optimisation is a popular option because it is easy to monitor. You can discover how many visits you have had to your website. Moreover, you can also decipher how people have got to your website – via which backlinks and which search engine. This is important because it is crucial information regarding how well your method is working. This is pivotal with regards to improving your strategy and ensuring that you are operating to an optimum level.

Furthermore, search engine optimisation is a good option because it is focused on a desired potential customer base. This is because the careful utilisation of keywords and phrases ensure that this method is targeted to those who are actually going to be interested in your business and what you have to offer. Therefore, it ensures that nothing goes to waste and that your marketing method is actually effective.

Everything comes together to guarantee that you get more traffic. This is obviously highly desirable and it works to increase your recognition and cement your brand image. It is a solid method that is proven to increase profits, and its success rates are evident.

What impacts your search engine ranking?

If you are to put together an effective SEO marketing plan and experience all of the benefits that have been mentioned above, you need to understand the different factors that influence your search engine ranking. So, let’s take a look at them in further detail…


There is only one place to begin, and this is with content, which is one of the most critical Google ranking factors. You need to make sure your content is relevant. It should be comprehensive, unique, and relevant to your keywords and your target audience. You also need to make sure it I optimised correctly, i.e. use H1s, title tags, and such like. The best thing to do now is go through your website and fix any content that is a bit thin on the ground. You should also boost your Topical Authority in your niche, as well as exploring fewer topics in greater detail on each page.

Mobile-first user experience

Google shifted towards mobile-first indexing in 2016. This means that the index will primarily crawl website’s mobile versions, rather than the desktop version receiving priority. As a consequence, mobile optimisation and responsive web design are extremely vital ranking factors. It is more important than it ever has been to ensure your website is easy to use on smaller devices. Do not merely think mobile-friendly, you need to think mobile-first.


Backlinks have long been an important ranking factor. However, search engines have learned how to weed out the bad links from the good. This is why you need to ensure you only link to premium quality websites that are linked to your business. Don’t buy links either – this is a recipe for disaster!

Other technical factors

There are other technical factors that have an impact. The web host you choose is important because it impacts the security and load speed of your site, which are two critical ranking factors. In addition to this, other factors that play a key role include your anchor texts, domain name, H1 and H2 headings, and encryption. There is a strong link between first page Google rankings and HTTPS websites.

As you can see, there are a number of different factors that influence your search engine ranking. You need to target all of these factors if you are to build a strong online presence.

There are so many different facets to SEO yet they are all important. Don’t let this overwhelm you. The worst thing you can do is put this part of your marketing plan off, allowing the competition to gain further traction.

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