Search Engine Optimisation (SEO) is the process of affecting the visibility of a website in a search engines unpaid or organic results. In general, the higher up in the ranking and the more often the listing appears in search results the more visitors the website will receive.
To put it simply, SEO is the process of improving the quality and volume of web traffic by employing a series of SEO techniques that help to get the website to the top of search engine listings so it attracts more customers.
As a strategy, SEO considers how search engines work, what people search for and the search terms or keywords that they use. Keywords or keyword phrases are used by advertisers in SEO or by visitors who are using a search engine to find information.
Having a high position in search engine rankings is extremely valuable to a business. Surfers generally visit the websites that come at the top of the list. This may be partly because they assume that the highest ranking sites are the best ones to visit.
There are a number of benefits to having an SEO strategy in place including:
Low cost – Organic listings are essentially free. There are are other paid for options such as adwords and PPC.
Increase in traffic – An SEO strategy will help to steadily increase the traffic to a website. Targeted traffic is also a benefit of SEO – it can increase the number of visitors who are actively searching for your service or product.
Brand credibility – people trust that top listing companies in Google are reputable.
Improved Return on Investment (ROI) – research shows that a hit on a website via Google is more valuable than a hit from an ad.
Helps your brand stand out – SEO will improve a websites visibility and help a brand stand out from it’s competitors
Long term positioning – Once a website has obtained a position through SEO it should remain there for a long period of time.
For a good beginners guide to SEO follow this link http://www.seomoz.org/beginners-guide-to-seo