What is SEO (search engine optimisation)?

Most web developers think of SEO (search engine optimisation) 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, 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 (SEO).

In other words, there's no point investing in SEO without also giving thought to your site, and how it engages visitors on arrival. Want more info about this? Take a look at this online marketing article.