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Why you should not ignore search engine optimisation for your website

Search engine optimisation – or the practice of trying to get your website to rank higher in search results – is essential. Without it, your website will perform poorly in Google Search and you could be stuck in a cycle of paying to appear higher up in search results and never quite get the traction online you need. 

The purpose of SEO is to cut down the amount of money you spend on search engine advertising platforms, like Google Adwords, and increase your overall visibility. The higher your site ranks, the more people will come to it organically, and the less you’ll spend on getting your site in front of your desired customers. 

Have a read of the following reasons why you should not ignore search engine optimisation any longer. 


– Ad space is becoming more expensive

Prices for paid search weren’t bad ten years ago. Only a small set of businesses were super active with PPC (Pay per click), and most got some pretty good results from it. But as competition for particular keywords has gone up, it’s becoming increasingly expensive for companies to market their services. Bid prices are spiralling out of control. 

The problem for advertisers is simple supply and demand. There’s only so much space that a search engine, like Google, can dedicate to advertising. Users want helpful organic results, not page after page of companies advertising the wonders of their products. 

Because of this limited supply, the cost of grabbing it has gone up for a large swathe of popular, business-related keywords. It’s no longer feasible to assume that you’ll make a return on your Adwords investment – the chances are that you won’t. SEO is often the better strategy: you invest a little money today for a long-term reward in the future. 


– Organic traffic is more likely to convert

If you were a customer, which business website would you trust more: the one you arrived at organically, or the one you got to via a paid link? If you’re like most users, you trust the organic website more. 

The reason for this is simple: if a website ranks highly in search results, it’s almost certainly a highly competent business offering a quality product. If it wasn’t, then it would rank lower. While the paid link also ranks highly on the first page, it doesn’t come with the same glow. Anybody can pay for their website to appear in paid search, even if it’s terrible. 


– SEO helps to diversify your marketing

In 2018, Facebook made some rather unpopular changes to the way that advertising worked on its platform. Suddenly, companies that had spent thousands of dollars perfecting their strategy discovered that it was all worthless and that Facebook could change its policy at any time. 

The message was clear: in a world of private marketing platforms, companies need to diversify their marketing strategies. SEO is a great way to do this. The better your website performs in organic search results, the more likely it is to get found. 

SEO might not be as glamorous as social media, but it is a heck of a lot more reliable. Google will always want to deliver value to its customers, so if you create quality web pages, you put yourself in an excellent strategic position.


Need a hand with your search engine optimisation?  Want to increase the amount of enquiries and sales you get from your website?  Get in touch with us, we’re web designers near Stroud  that can help out with almost anything web related.  Get in touch with us!


  1. Mike Arbor on August 22, 2019 at 9:46 pm

    That makes a lot of sense, thanks for explaining it for ludite like me!… Glad I read this, I was thinking about starting up the pay per click again. Thanks again, will call you.

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