Often abbreviated to SEO, Search Engine Optimization is a form of Search Marketing in Chaffey and Smith’s ‘6 Categories of E-communications Tools’ (2008). It is defined by Chaffey and Ellis-Chadwick (2012) as “A structured approach to increase the position of a company or its products in search engine natural or organic results listings (the main body of the search results page) for selected keywords or phrases.”
For example, if you want to buy a new pair of football boots and search ‘football boots’ on Google, the first few sites that appear are Sports Direct, Pro Direct Soccer, and JD Sports – all retailers of football boots.
Another factor is Pay Per Click. When a particular phrase is entered into a search engine a relevant text ad will also appear with a link to the company page. For every click the company receives they pay a small fee. The amount the company pay determines its position in the search engine results – for example, Lovell Soccer appear at the top of the ads when you search ‘football boots’, this is due to Lovell Soccer paying more for every click on their website than Pro Direct Soccer and John Lewis below them (Chaffey & Ellis-Chadwick, 2012).
However, it is important the content is good quality because search engine spiders rank websites in order of relevance to what has been searched – therefore each page should include keywords that coincide with the company’s SEO campaign. Having read ‘SEO | search engine optimization’ by Tampa SEO company (2015) a good way of doing this is to increase inbound links in natural ways using content marketing such as blogs. This is because search engines want fresh content. They say that you can use a blog article “to increase the keyword content on your website and establish your expertise in your industry.”
Will Wood, Leeds Beckett University, Sport Marketing Student
Chaffey, D. & Ellis-Chadwick, F.E. (2012) Digital Marketing, Strategy, Implementation and Practice, Pearson. P 669.
Chaffey, D. & Ellis-Chadwick, F.E. (2012) Digital Marketing, Strategy, Implementation and Practice, Pearson. P491
CodeBabes (2014) What is SEO? [Online] Available at: https://www.youtube.com/watch?v=X-Mbv7qBRCE [Accessed: 11 March 2016].
SEO | search engine optimization | Tampa SEO company (2015) [Online] Available at: https://thinkbig.marketing/services/seo-services/ [Accessed: 11 March 2016].