Search Engine Optimisation
 When the web first became a viable marketing
channel back in the 1990s, search engine optimisation was without
doubt the method of online marketing that delivered the best
return on investment (ROI). The only other alternative at the
time was banner advertising.
Even now, in many markets, search engine optimisation still
provides extremely good value for money and a more permanent
solution than, say, pay per click advertising. And the general
public seems to have become "banner blind" generally
leaving banners to the big boys to reinforce their branding.
Search engine optimisation is focused on improving a site's
position in the results pages of the search engines by means
of improving the internal navigation of the site, the correct
use of titles and headers, lots of quality content and gaining
incoming links from quality web sites.
The problem with search engine optimisation compared to other
forms of marketing is that it takes time. Pay per click, banner
advertising and blogging are more immediate in their ROI, almost
instantly. It has been known for blog stories to appear at the
top of Google's ranking within half an hour of publication. Unfortunately
these stories ten to fall out of top positions a lot faster than
a normal web site would.
For the best overall value for money and longevity, search
engine positioning is still viable and still attracts considerable
business. Even big companies, with the web as a potential major
marketing channel, still spend all their money on the seb site
build and never even think of discussing SEO with their developers.
Search Engine Optimisation
Companies.
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