Search Engine optimisation: Is it worth being at ‘The Top’?

Search Engine Optimization (SEO) is what businesses use to gain ‘Quality Visitors to a website’ and is defined as “a structured approach to increase the position of a company or its products in search engine natural or organic results” (Chaffey and Ellis-Chadwick 2012). However due to its importance it is used by a number of businesses in helping them get consumers to view their website it is very competitive.

Screen Shot 2016-05-10 at 02.25.02.png
Google Search Listings

Search Engine Optimisation (SEO) is about having the highest ranked website in either the natural or bought section on search engine results pages over a number of key words. It is a structured method used to increase its position in search engine results. For example when a consumer searches ‘Holidays to Spain’ The search engine will try and best direct the consumers as to the website best for them using tools, as well as placing companies who pay them higher in the search lists. The top three results are; On The Beach, Low Cost Holidays and Thompson which indicates they pay google a higher royalty to be higher ranked. Google uses a number of factors from detailed searches  when deciding if websites should have a high or low ranking in search engines .

Pay per click marketing is a sub element involved with SEO’s and is when when an advert appears from a business when the consumer types in certain key words. It is also known as sponsor links and are situated to the right of the normal results.  When you type in holiday’s to Spain a number of separate adverts come up such as Thomas Cook Spain getaways which they will be paying a fee too have advertised.With around a third of users clicking on the paid listings mean that it is beneficial to businesses as they are getting more visitors to their website as well as being financially beneficial to search engines such as google as they receive money per click on the the link.

There are a number of advantages to businesses using search optimisation such as the website receiving a much higher number of visitors and therefore a higher number of customers. Furthermore, it can be a relatively cheap form of advertising as businesses only have to pay when their website is visited.However, there are also a number of disadvantages to using SEO’s as a marketing strategy, for instance it is unknown whether people will buy your products or services from your website making it it an unreliable investment. As well, it is very hard for results to be achieved by new businesses in the rankings as it takes months for results to be achieved.moreover, if businesses are found guilty of spamming their web links they will be penalised by Google and have their website moved far down the search list and “A penalised business has to build a new website on a new domain to regain lost traffic (Reyes 2015). Therefore you should “base your optimisation decisions first and foremost on what’s best for the visitors of your site” (Google SEO Starter Guide)

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Yahoo offer similar listings

It is very important to search engines such as Bing, Yahoo and Google that they provide the best results to people searching for products as “if irrelevant pages are provided in a search query, searchers will use alternative search engines” (Carroll 2014). Competition between search engines is fierce and without displaying the best results in an easy to use format consumers will g elsewhere providing other search engines with revenue going to rivals.


Zach Scott-Gray
Sports Marketing- Leeds Beckett University





Chaffey, D, Ellis-Chadwick, F, & Chaffey, D 2012, Digital Marketing. [Electronic Resource] : Strategy, Implementation And Practice, n.p.: Harlow : Pearson, 2012., Leeds Beckett University Library Catalogue, EBSCOhost, viewed 15 April 2016.

Reyes, R 2015, ‘THE LEGAL OBLIGATIONS OF SEARCH ENGINE OPTIMIZATION FIRMS’, Arizona Law Review, 57, 4, pp. 1115-1138, Academic Search Complete, EBSCOhost, viewed 15 April 2016.

Carroll, B 2014, ‘Capitalizing on Search Engine Optimization’, Audiology Today, 26, 1, pp. 12-14 3p, CINAHL Complete, EBSCOhost, viewed 27 April 2016.

Page Content. [Online] Available From: < >
[Accessed 27th April 2014]

SEO Starter Guide. [Online] Available From: <>
[Accessed 27th April]

SEO Image Header [Online] Available From: < >
[Accessed 27th April]

Google Listings [Online] Available From:  <>
[Accessed 8th May 2016)

Yahoo Listings [Online] Available From: < >
[Accessed 8th May 2016


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