Securing a high rank on search platforms is of such enormous interest that a completely new industry emerged in the early 1990s. Referred to as search engine optimization (SEO), it helps marketers optimize their websites for search.
As can be gauged from Exhibit 18.0, SEO initiatives can greatly boost online business. In this example that pertains to a global property consultancy, the twenty-fold increase in impressions in 50 days, led to a 30-fold increase in clicks (traffic), as click through rate (CTR) improved from 1 to 1.5. This spurt in traffic resulted in much increased flow of leads and business opportunities for the firm.
SEO is the process of boosting the ranking of a site on search result pages. It is of crucial importance because the ranking greatly affects site traffic. Most users do not look beyond the first result page, and the higher a site ranks on this list, the higher the probability the user will visit the site. According to Google 94% of users click on a first page result and 35% click on the top result.
This chapter imparts an understanding of the SEO processes — strategize, optimize and review. It explains on page and off page optimization, imparting an understanding of how to increase inbound traffic and how to improve in-site retention.
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