Search engine optimisation (SEO) is the process of making changes to your website which can have a significant effect on improving your Google rankings (and can also significantly enhance your website's user experience). The higher your ranking, the more likely you are to attract web leads.
When done well, one of the key advantages of SEO is that the marginal cost for extra web leads is zero. Over time, some SEO maintenance will be required as: keywords change; consumer desires change; new competitors enter the market; and existing competitors improve their own SEO.
Major marketers consistently rate SEO as an activity that provides one of the highest marketing returns on investment.
Google (and search users) wants search results to feature the 'best' websites for any given search term. It's not about trying to trick search engines into giving you a higher ranking than you deserve as any such improvement is likely to be only temporary.
Great SEO is about showcasing your content in the best possible way for search engines and humans. Some people fall into the trap of solely focussing on getting a high Google ranking with insufficient thought as to whether the web page will appeal to target leads. There is no point in attracting web visitors if once they read your copy it is unattractive to them and they exit your site without buying. Effective SEO works for search engines and humans.
"Peter Hawtin has also helped us to focus on our internet strategy, again leaning on his considerable knowledge of this rapidly developing media."
General Manager Direct Lending, AA