Dynamic Digital Marketing

Chapter 11Search – The R.A.P.I.D Traffic Generator

Introduction

If your business can't be found on Google, then you are missing out on one of the biggest opportunities of free website traffic.

The words ‘search engine optimisation’ or ‘SEO’ often create a confusion. For many years this process of optimising blogs and webpages has been sold as a dark art, but this chapter aims to demystify and simplify the whole process.

Google Search

Consider the journey for potential customers of either business or consumer products or services. Many will not even know what the solution is for the problem that they are trying to solve; so, they won't initially be searching for a product, service, or a brand.

The customer is potentially unaware of what is on offer – or that a solution even exists.

FIGURE 11.1 The R.A.P.I.D Traffic Generator.

For instance, if I asked you to go and find me a projector, it would be unlikely – unless you are so some sort of projector enthusiast – that you would type in a specific make or model; but you might opt to search a term like ‘best projector’ because you are trying to evaluate what is the best solution.

So how does a consumer ever find a solution to their problem? Generally, they search for advice, ask a question, or try and weigh up the options through searching for the best or event reviews etc.

And so your business needs to be able to be found ...