search engine optimisation
Why is being on the front page of a search engine so important? Because search engines are the number one source of information for any potential customer anywhere in the world. We know that one third of all searchers will click the first entry that they see and that 90% of all search sessions end on the front page. Since failure to market a business correctly is one of the top three reasons most businesses fail, you can't afford not to show up on the front page for your key search terms.
Organic search engine optimisation (SEO) is the most cost-effective way to attract new customers. Well written, well optimised content can still bring in customers five years after it was written. Compare that to paid search (PPC) which will stop attracting customers after the campaign ends.
Organic SEO can seem very confusing. Your website needs to be set up correctly, regularly fed with new, high-quality content, monitored and maintained otherwise, your website's search engine ranking will always go down in a competitive market. With Google's long-term commitment to favouring quality content, thankfully, organic search is here to stay!
Another important aspect of your website is its domain authority - in other words, other people talking about your content through social media and comments and, crucially, links from other websites that Google trusts (what we call high domain authority sites). Growing your domain authority can improve your search engine ranking, grow your online reputation and, ultimately, lead to more sales. We have history in directly increasing our clients authority which you can read about in our section on Digital PR.
Paid search - PPC - typically represents 20-40% of all search engine traffic, with emergency services such as plumbers and locksmiths representing 40% of the market. PPC has an important role to play in the digital marketing mix and is particularly useful when looking to promote sales and special offers. Digital Potion has tracked and monitored all the main search engines for more than a decade now and during that time we have built a framework that we know delivers successful SEO for our clients. It's why our SEO clients work with us for years rather than months.
“In most cases, the SEO will need four months to a year to help your business first implement improvements and then see potential benefit.”
– Maile Ohye, Developer Programs Tech Lead, Google