SEO from a user perspective

While marketers may be familiar with concepts such as search engine optimisation (SEO), pay per click, social media marketing and website analytics, the average computer user is unlikely to have heard of any of these practices.

Indeed, a recent video sees a man claiming to be "Scott from Google" stop people in the street to ask if they knew what a browser was, with the conclusion that only eight per cent of respondents understood what it was.

According to SEO Book, one woman thought that a browser was a search engine.

For this reason, Peter D explains in a post for the site that in terms of online marketing it is important to see it through the eyes of the average consumer, who may not have a thorough knowledge of it.

"I think SEO is most effective when approached holistically i.e. understanding how the different stages of attracting the visitor then converting them to desired action relate to one and other," he states.

Mr D adds that a marketing campaign should be obvious to a consumer and websites should be "stupidly" easy to use, while the most successful marketing medium may be that which replicates something the customer is used to.

Sam Tilston, online marketing director for Zoombits.co.uk, recently stated that spending time on SEO was likely to lead to a good return on investment.

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