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Most people will use a Search Engine to find products or services they want to buy. And they have over 100 million active Web sites in the World Wide Web to choose from. About 85% of Website traffic comes through Search Engines. But having a Website is of little value, if it cannot be found amongst the millions of competing Websites. If the Website is not on the first 3 pages, most people will not find it. Search Engine Optimisation is the process of improving the volume and quality of traffic to a Website from the Search Engines. High volumes are effective only if the right visitors are attracted. Search Engine Optimisation techniques entail modifying the code, the content, site structure and the page layout.
The Optimisation of a Website should not detract from the marketing message and the quality of the content of a Website. Sales promotion and the Search Engine Optimisation should go hand in hand.
A good Search Engine Optimisation strategy includes:
Having a good Search Engine placement is only the first objective. Good Rankings must also result in increased Website traffic. And the more targeted the traffic, the more visits will be converted into sales.
Most Website owners make the assumption that once their Website goes live, visitors will arrive in droves. In the competitive world of the Internet, it is a vain hope that a flood of visitors will result from an initial Website attempt.
Once created, a Website should not be regarded as the finished product. The Web is dynamic and evolving. Competitors are constantly vying for better positions in the Search Engine Results Page Rankings. The Search Engines repeatedly have their algorithms changed.
A Website cannot remain static in the midst of all this. It should be modified and the results evaluated. Then the process started all over again – and again.