Free business articles about web design, lead generation, online marketing and search engine optimisation
What is search engine optimisation?
More articlesBy London web designer Wayne Davies. Copyright © 2008.
Most web developers think of search engine optimisation (SEO) only in terms of getting more people to a web site. No thought is given to what you're going to do with all those people when they arrive.
The fact is, search engine optimisation (SEO) is not useful in and of itself. It will only help your business if it's part of a lead generation project. Here's why...
Lead generation calls the shots
Website-based lead generation is an automated process designed to engage a visitor as soon as they arrive at your site. The goal is to get the visitor to contact you.
An essential ingredient in lead generation is to work out who you want to talk to, and be able to describe that person thoroughly.
The best way to optimise
Most SEO advocates talk about optimising a web site. Why? What purpose does it serve to get a high search engine raking for a home page, when it's merely an index to the meat of the site?
My view is that search engine optimisation is most effective when applied to a lead generation landing page. This is the page that generates sales opportunities for your business. It's the best page to send people to.
It's also much easier to optimise such a page for high search engine ranking.
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