Optimisation Is Never Optional

When meeting prospect companies to discuss digital briefs, we are all too often told that Search Engine Optimisation (SEO) is optional or worse, not required at all. Budgets often don’t include any provisions for online marketing, with most of the project funds earmarked for website build, rather than online marketing. We believe, that any digital brief, excluding SEO equates to a slow suicide note for your website’s chance of success.

Target the right audience!

A website optimised for Search Engines is also a website optimised for your target audience and potential business customers. A simple fact, often ignored by website owners, marketing managers and key business decision makers.

Your business needs high online visibility to stand any chance to be found. This means that you need to command high Search Engines Ranking Positions for your most business relevant search terms. To achieve this, your target search terms, your website content and your inbound link infrastructure needs to be highly relevant to the search terms you want to rank for.

Your potential prospect audience, searching for products and services via Search Engines, will want to find highly relevant web pages. By correctly optimising your site, you achieve both, higher SERPs for your website and a highly relevant website for your target audience and business prospects. This will automatically lead to higher visibility, conversion and sales.

Would you ignore up to 80% of your target audience?

Let’s just forget about Search Engine Optimisation as a separate topic for a moment. Let’s just assume for now that we are not even talking about a website or an online business. Let’s assume you are a musician, an artist, a writer or filmmaker for argument sake. Would you seriously consider ignoring a channel that can potentially reach 80% of your target audience. You probably wouldn’t, and neither should any sensible business out there.

SEO is not Optional

SEO is not optional! It is as simple than that. our online marketing budget should be at least three times as high as your website development cost. A big part of this should be allocated to SEO.