In every business, the internet plays a key role in making them known to the public and raising the profile of their company. The main way for people to navigate to a website is by typing keywords of what they are looking for into a search engine and find a company that suits their needs. It has been proven that almost 90% of people do not go past the third page of the search engine results and it is therefore extremely important that your company gets as high up the rankings as possible.

Search Engine Optimisation is the term used to describe the methods through which a website improves their ratings on the results page of a search engine. Each search engine e.g. Google uses “spiders” to go to each individual website looking for new content and the more new content they find on a website that makes sense and is relevant to the site then the higher up the ratings it will go.

There are two main methods of SEO, white hat and black hat. White hat is the publishing of new content on a website for users rather than search engine spiders and the content will make sense for the readers and also be applicable to the company and their services. Black hat is used to describe the methods used, which are frowned upon by the search engines and can lead to a drop in their ranking or even a ban from the search engine, temporary or even permanent. These include hiding words on their page by keeping them a similar colour to the background or even publishing the words off the screen. Obviously white hat is the most effective and proper way of doing Search Engine Optimisation.

There are many reasons why people choose to use Search Engine Optimisation. Some companies use it when they are just starting out in order to the make the public aware of them and their services or products as quickly as possible and to make it easier for people to find them on the internet. Some people also use Search Engine Optimisation in times of poor trade to try and improve the traffic to their website and therefore help improve their business whereas others use it continuously to maintain their high ranking and keep one step ahead of the competition.

Whatever the individual reasons for using it, Search Engine Optimisation is an effective way for companies to increase the traffic flow to their website and climb higher and higher up the Google rankings. If your new content is more appropriate and contains more key words than your competitors then the higher your ranking will be. As it has been proven, the higher up the results you are then there is a better chance of someone clicking on your website. It is common sense that the more people travel to your website and the more hits you receive, then the more successful and more well known your business will be.

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