The phrase Search Engine Optimization (SEO) came into use in 1997 and has evolved into a multi-billion-pound industry, with Google receiving over 63,000 searches per second on any given second.
How has SEO evolved in the past ten years?
In the early days of SEO, keywords on home pages, tweaking back-end code and spamming links was what you needed to do to get good SEO results. Thankfully, Google stamped out those practices, and its search algorithm has continued to evolve with the introduction of Panda for example.
Whilst the technical side of SEO remains similar, such as ensuring a website is accessible from GoogleBots, the emphasis placed on content has changed dramatically. With the introduction of Panda, the quality of the content on a website plays a large part in the process that Google ranks a site. Relevant, up-to-date, original content on a site is what Google is looking for to deliver the best possible results of any search.
Should I invest in Paid or Organic Search?
There are a few factors to study when deciding to invest in SEO or paid search results such as Google Ad Words. For example, if a local business with limited competition is looking for a few extra leads per week, they could develop an effective SEO on local search results for a relatively small spend. In contrast, if you were a brand-new e-commerce platform trying to compete with big players such as Amazon and eBay, it is likely that achieving good SEO results is going to be an uphill battle in the short-term. Investing in Pay Per Click (PPC) advertising will ensure relevant traffic to your e-commerce site immediately.
Also, there will always be a case to run SEO and paid campaigns simultaneously. A website may have great SEO for its core services, however, the business may launch a new product with a limited lifespan. This type of product will be hard to rank organically and so paid search advertising will be necessary. Running both types of campaign will also have a very strong impact in the search results, building the presence of the brand.
How long does SEO take for it to work?
Even the best-executed SEO campaigns take time to show results. A great campaign needs a lot of work to be put into it, but then you also need to allow time for all your efforts to take effect afterwards. Once a campaign has been implemented, web traffic will probably not explode within days. It is more likely the campaign will need at least two or three months to start delivering results. The best results are more long-term, between six to twelve months.
Get in contact with us here at Regency today to implement an SEO strategy to allow you to stand out from your competitors and deliver relevant traffic to your website.