 Search Engine Optimisation (SEO)
In today's competitive environment, if a website does not appear on the first 2 or 3 pages of results produced by a Search Engine like google or yahoo, then the likelihood is that it will not be seen by potential customers.
Search Engine Optimisation is a ongoing process where elements of a website are improved to make individual pages more relevant (in the criteria used by Search Engines) for certain key words chosen by the business, with the goal of making sure that it is well positioned within the Search Engine results pages.
So, why would your site need SEO?
The most common reasons for businesses to choose to employ Search Engine Optimisation services are that:
- Their website does not appear at all in Search Engine listings
- Their website has a very poor search engine ranking
- They are getting few or insufficient visitors to their website
- The visitors that they are getting are non qualified
- They wish to drive more targeted visitors to their website
If you fall into any of the categories then we would recommend that you consider looking at an SEO programme, preferably in conjunction with an integrated website promotion set of activities.
Optimisation Menthodology
Good content is always essential - from this starting point, there are certain elements of a website which can be honed so that it becomes more 'attractive' and relevant to a search engine request. Search engine optimisation therefore consists of skilled adjustments to this base of good content and elements of the website's code so that your website is seen as more relevant to people's searches ... and in particular, more relevant than your competitors' sites.
As part of our search engine optimisation methodology, we look at a number of page elements using our up to date knowledge of the principal search engines' ranking methods. These include:
- Keyword selection
- Website text changes (adjustments to focus keyword weight, frequency and relevance)
- Backlinks
- Metatags (Title, Description, Keywords)
- Images alt Tags
- Avoidance of anything that might be considered as search engine spamming
Search engine technology is always changing and so normally, following an initial optimisation process, it is recommended that there is an ongoing monthly support to ensure that the good search engine placement is maintained. If this happens then, unlike advertising like Pay Per Click whose results come quickly and end when the campaign finishes, the benefits of good Search Engine Optimisation can be seen over a much longer period.
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