Posted 1st September 2015 | By Jade Larkin, SEM Manager

It's sometimes difficult convincing people of the importance of Search Engine Optimisation. They might not understand it. They might think it's not relevant to their business, or it's just too much bother.

Surely, if a business or service is good enough, people, both on and offline will always spend money with them?

Not necessarily. An impressive 86% of UK adults have used the Internet in the past three months, and a significant proportion of these web users are likely to Google a product, business type or service before they spend money, looking for reviews and the appearance of trustworthy looking websites. The web is dominating our spending habits, and is becoming our source of recommendations. The Internet is where people go to find out where to buy those shoes they need, the software they should get, or if they should try the new gym they've seen.

So why is SEO important in all of this?

SEO is defined by Wikipedia as "the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural", "organic", or "earned" results."

Quite simply, web users are not seeing your business online and then perhaps not even looking for you offline if your website and content are not optimised- many don't even know you exist!

Still not convinced?

Picture Google as a town centre where your business or organisaton and potential customers are located. Where would you like to be? Near the busy square with some attractive looking greenery, hundreds, maybe even thousands of people walking past each day? Or, would you rather be down a side street, with several twists and turns before anybody actually finds you, complete with a bit of rubbish blocking your doorway?

SEO places you in your ideal position within the virtual town centre – where all of the people are looking. But it's better than in real life - the people walking by have some interest in what you sell to search for something related in the first place.

Unfortunately, like the highly coveted, attractive town centre spot in real life, ideal positioning on the first page of Google does not always come easy, but it's achievable. With great content, carefully selected keywords and a great user experience, your site will rank well, and not remain hidden in the metaphorical alleyway.

Written by Jade Larkin, Copywriting and SEO Assistant at ExtraMile Communications

At ExtraMile we try to take an hour out each week to look around us at what others do and to gain inspiration and to admire people's creativity. Each post in this series is one staff member's take on the world of web, design and things online. We hope you enjoy it.

Jade Larkin

About Jade | Meet our SEM Manager

Creative SEM Manager