Читать книгу The Small Business Guide to Online Marketing - Lola Bailey - Страница 12

So, you have managed to create lots of outstanding content. Is that enough? No! The next step in the process is to have a search strategy in place. This allows potential customers to find your content online. Most clicks are made on the first page of Google, so therefore, this is where you need to be.

Sadly, there are still too many people who believe all they need to do is build a website and let their designer get the site well placed with search engines. “Can’t I just pay someone to register the site with lots of search engines?” is a question I have been asked on many an occasion. The short answer to this is no. The proliferation of advertising offering to guarantee top ten placements in a gazillion search engines – no doubt aimed at the very people likely to ask this question – has given rise to this misconception.

Search engine optimisation (SEO) – the practice of getting your content found online – isn’t rocket science, but unfortunately neither is it child’s play.

The overwhelming majority of sites do not have a chance in the search engine rankings, simply because they make simple mistakes. Designers need to make the websites they build easy for search engines like Google to find and index. The role of metadata, links, keywords – all the things you are going to learn about in this book – are necessary for good SEO results.