Search Engine Optimisation
Search engine optimisation can bring hundreds, thousands or even millions of visitors to your site. Each one of those visitors is a potential customer.
Furthermore, the cost of search engine optimisation and promotion can be a fraction of traditional advertising costs and will bring highly qualified visitors to your site, each and every day!
How do search engines display search results?
For this question we are choosing to use Google (the search engine most people want to get listed on) as an example.
The reason most clients want to get listed on Google is because it is the most widely used and (in our opinion) the best search engine on the planet.
Google uses high-tech programming (known as the Google algorithm) to rank websites. This algorithm is an industry secret (and it changes from time to time) but generally it crawls the internet using the keywords entered to come back with what it deems the most relevant results. These results are then not listed in any old order - but are ranked according to several factors that Google incorporates into its algortihm.
Google results - the layout
This screen grab shows how results display under Google in a browser.
The results within the red border are paid advertisers (if their ads are actually clicked upon) using Google's Pay Per Click (PPC) advertising (click here for further information).
The other results are those that are achieved by Google's famous algorithm (see above).
SEO. What next?
There are several ways to market your website (see Overview) but if it's online search engine results you are focussing on then there are two routes to go down.
A general search engine optimisation campaign maintained by Kaweb:
This is less direct that PPC but cheaper
or;
A Pay Per Click advertising campaign managed by Kaweb:
This is more expensive (see Kaweb PPC Management) but more direct and achieves instant results).