SEO Fast Start
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Introduction
Since everyone who uses the web searches for products and services, you can't
understate its importance. It can make or break a business, unless your brand is
extremely well-known.
What is it? Search Engine Optimisation (SEO)
SEO is a proactive, structured approach used to improve the position of a company in
the natural or organic results listings of search engines for the keyphrases you target.
It's aim is to increase awareness and drive visits to a site from new prospects and
existing customers.
SEO is a fantastic opportunity for marketers since we don't have to pay for the cost of
AdWords, but you can see the challenge of SEO since, for this typical screen resolution,
there are just 3 natural positions on the page compared to much more space devoted
to paid AdWords listings. Many working in digital marketing believe this is a deliberate,
commercial ploy by Google... However, you can see the importance of SEO to business
from this research
*
which shows that the vast majority of searchers still click on the
natural rather than paid listings.
Which ranking factors are important to help me get more visits from SEO?
To get the most from SEO you need to know which levers to pull will make the biggest
difference to your rankings. That's what this Fast Start intends to show. We've outlined
over 20 factors to review to help you improve your SEO with links through to more detailed
guidance.
Sometimes it's still thought that what's most important is the keyphrases that you have on
* Smart Insights: Comparison of Google clickthrough rates by position in different
sectors
