If you imagine your business to be an island in the sea, good search engine optimisation (SEO) is effectively building bridges to that island. Without the bridges, you could have the best business in the world on that island, however your customers simply can’t reach you because they don’t know about you. SEO is what makes you visible and accessible to the internet world and is essential to any business, big or small.
To put it simply, effective use of SEO can make or break a company. Unfortunately many businesses underestimate the importance of it. This is particularly true for small businesses that may be operating in a small area such as ‘plumbers in Stoke on Trent’. Most people have realised the importance of having a website, yet despite this, many people do not grasp that ranking highly on search engines is what really matters, because it ensures that customers can find them and not their competitors.
Search engine optimisation, is the act of making changes both on and off a website to help it rank better within search engines such as Google and Bing. There is nothing mysterious about it, it’s a method of driving more customers and visitors to a website by utilising a methodical process.
Good SEO and therefore good Google rankings, Can make the difference between your website getting visited by 200 potential customers a month, to zero customers visiting you a month. Let’s look at one example
There are 280 searches per month for ‘builders in Stoke-on-Trent’, Statistics tell us that the website at the top of the Google search results receives approximately 35% of all searches for a term (that’s massive!). Therefore If you are top of Google’s search results for ‘Builders in Stoke on Trent’ this translates to 95 customers per month looking at your website and potentially becoming customers. If you’re in second position however, you receive approximately 15% of the pool of customers left, which translates in to approximately 40 potential customers looking at your website per month. This is almost half the number of customers.
The further down the list you are, the more sharply your potential customer numbers drop, until by the time that you are unfortunate enough to be on page 2, you are almost invisible to your target audience.