Search engine optimisation (SEO) is an internet marketing technique used for improving the volume and quality of visitors to a website through search engines such as Google, Yahoo and Bing. Typically, the higher a website appears on the search engine results page (SERP), the greater are the number of hits it receives from that search engine.
SEO strategy is based on the working of search engines and what people usually search for. Accordingly, a site is optimised by increasing the relevance of the content to specific key phrases and editing HTML coding to comply with the indexing activities of search engines. Various types of search can be targeted. These include image search and search on industry-specific vertical search engines.
Search engines constitute about 80% of internet traffic. Organic traffic through search engines brings higher ROI than paid advertising. Below are more benefits of search engine optimisation that make it essential for businesses to include it in their internet marketing strategy:
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