Think of search engines like a business directory. If you don’t tell the publisher what category to put your business in, then you’re just one name amongst many hoping for customers to stumble on you at random.
If you do take steps to position your website for search engines, then your customers will be able to find you in all kinds of ways – by what you do, where you are, how you work etc.
The most obvious benefit of search engine positioning is straightforward: more visitors to your website. And that means more people will be exposed to your goods or services, which could boost your sales.
Because many aspects of search engine positioning take time rather than money, and don’t require expert help, it is also one of the most cost-effective ways of acquiring new customers. |
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Finally, because some search engines work by rating sites according to the number of visitors and links, improving your search engine positioning can create an upward spiral. Boosting your positioning attracts more visitors and links, which further boosts your positioning, which in turn attracts more visitors and so on.
When should you use search engine positioning?
 The more you've invested in your website, the more it's worth investing in search engine positioning. For single page or homepage websites that simply establish a presence on the internet and provide contact details, there's little point in trying to drive more traffic to them.
However, sites that promote products and services, and e-commerce websites that allow customers to browse, order and pay for goods online, should consider employing search engine positioning to improve their visibility, popularity, and profitability. You also need to consider your audience and the purpose of your site. If your website aims to serve existing customers or grow through word of mouth, then perhaps your search engine positioning won’t be a priority.
However, if you are trying to acquire customers, you work in a price-sensitive market or you offer a niche product or service, then you might want to try and use search engines to entice visitors.
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