Some may remember the early days when the search results were a little bit hit and miss when it came to providing the most relevant results for what you were hoping to find. Fortunately, those days are long in the past, meaning searchers see relevant and useful results for the search terms they are using and in turn business’ have a great opportunity to ensure their website is placed in front of those looking for what they offer.
The main reason the search results were not as reliable as they are today is due to the fact some individuals found a way to manipulate the search results in order for websites to rank highly in the search results for high traffic search terms which would have little or nothing to do with the actual website ranking. Searchers would only realise the website was useless to them upon visiting the website and promptly leave but the high number of visitors served its purpose, usually to sell advertising space due to visitor numbers.
Remember, the primary purpose of the Search Engines is to provide searches with the most relevant search results for the search terms being input. Something had to be done to provide a much more accurate user experience.
Modern day Search Engine Optimisation was born out of a desire to work with the Search Engines to prevent manipulation of the search results and provide accurate and useful organic search results. Naturally, with billions of websites live online, the Search Engines can only make automated assumptions about a website. They do this using algorithms with automated bots (spiders) which crawl websites and the web looking for indicators about the business, products and services on offer.
These results are determined by many factors, some are kept a closely guarded secret but most are actively encouraged and approved by the Search Engines as an optimised website helps the Search Engines understand more about your business, what you offer and where. In turn a well optimised website will have a greater chance of ranking well in the search results for the search terms which are relevant to your business.
These days the Search Engines are a much better place and provide a great opportunity for local business’ to be found online by members of the public who other wise may never have heard of them. This is the result of years of hard work from the Search Engines and those who work to promote websites organically within those Search Engines within the acceptable parameters.
Essentially, the Search Engines are rewarding those who have made the effort to provide as much information as possible, in a manner the Search Engines can understand by placing them favourably in the organic search results.
The local search results have 3 main areas; Google Business Listings, Paid Listings and Organic Listings.
Search Engine Optimisation focuses on the organic listings area of the search results.
The Paid Listings are exactly what it says, listings which are essentially paid adverts.
The Google Business Listings are used in local search results using you Google business listing which incorporates Google Maps and Reviews amongst other details. We optimise your Google Business Listing & Google Maps as part of our off-page optimisation.
SERP’s are the pages that show the results from your searches in search engines like Google. Because it has been proven that 90% of Internet users use search engines to find websites, these are the most important pages on the internet. These pages are made up of 2 different types of listings, natural or organic listings and paid advertisements. Paid listings are usually obtained through ‘pay per click’ (PPC) on Google for example they would be bought through Google Adwords. Around 80% of Google clicks are within the organic results, not the PPC and the vast majority of these are within the first 3 pages so it is important to rank well organically to reach your audience.