Despite reports of its death, search engine optimisation (SEO) is alive, kicking and an absolutely vital part of your digital marketing strategy.
It is true that endless tweaking of keywords and cynical manipulation of search algorithms have been (almost) laid to rest – thank goodness – but ensuring your website is search friendly and accessible is as vital as ever.
When someone searches for a product or service online, the list of websites that appear in the Search Engine Results Page (SERPs) is no accident, it is the product of a highly sophisticated set of tricky sums and tests that tries to ensure that the sites you see give you the information you need.
Search is becoming even more complex. Not so long ago, there was just one straightforward list of search results, but now we have map listings, local results, ads, images, suggestions on your phone about where to go to lunch before you search and of course the rise of voice search on mobile devices, Alexa and Google Home.
Larry Page, co-founder of Google described the “perfect search engine” as something that “understands exactly what you mean and gives you back exactly what you want.” Slowly but surely Google and its other search engine competitors (like Bing) are moving towards highly intuitive and vastly sophisticated methods for selecting websites to show their customers.
The partners of your firm are always complaining that their department doesn't rank high enough on Google. We'll fix that.