Search Engine Optimization

A business’ website is like a catalogue. It has information about the company or organisation, description and photos of its products, and contact information.

While a catalogue can be impressive going by the design and layout of its pages, the use of brilliant color, graphic and images, it matters little if it is not well distributed and does not land in the hands of the consumers and buyers.

Similarly, unless the business owner promotes and refers its website to each and every one of its customers, nobody will access it. Prospective customers do not even know the existence of the website!

A website has to be searchable.

Customers, present and future, must be able to find your business when they conduct a search. Online, literally.

Say, you need a pair of sports shoes. You search for Nike or adidas. For cameras, it is Nikon or Canon.

If the business does not have a strong brand, it is difficult for the company to be found.

In situations where brand matters little or when there are too many to choose from, the search then moves to product/service type, feature and specification. This is where SEO plays a big role.

There is organic search and paid search. Herein, we will only touch on the former which is SEO.

SEO (Search Engine Optimization) is the process of optimizing web pages to increase its visibility and position on a search engine’s results page (SERPs).

There are quite a fair bit of things entailed in this process.

Websites used to rank well by having (long-tail) keywords entered in title tags and content. However, the SEO landscape has evolved tremendously over recent years. Google* has already shifted from a lexical approach to one that is semantic, factoring in: searcher intent, topic-based context and content diversity. Where the quality of content is identified to be poor, the search engine will weed out.

Therefore, if a digital marketing agency is today only focusing on getting the best keywords to rank and neglects content, this agency is out-dated.

* There are several search engines. Google dominates with 92.18% of the worldwide share in 2020.