Search Engine Optimisation
What is Search Engine Optimisation?
Search Engine Optimisation (SEO) is the process which aims to enhance the ranking of a website within organic (as opposed to sponsored) search engine results, for the keywords or phrases which are most relevant to the business.
This is achieved by focusing upon both on page and off page factors.
Having correctly researched the trade off between the number of searches for any given keyphrase and the number of competitors (ideally for every single page of the website), the on page work involves correctly incorporating such keyphrases within the content and meta tags of the site with the appropriate frequency, prominence and weight.
The off page factors are becoming increasingly important. This relates to the establishment of an effective link building programme, with other high quality, relevant websites. Here, the correct construction of the anchor text used to create the link is an essential factor in creating the theme for the pages.
It is important to note that there is an essential prerequisite to obtaining a high search engine ranking; that is that the site is coded in a manner which makes it as easy as possible for the search engines to index the pages correctly. For dynamic (database driven) sites, this is particularly important.
Other factors to consider are the frequency with which major sections of the site are updated, and the number of pages - other things being equal, the more pages a site has, the higher its ranking will be.
Advantages of Search Engine Optimisation
- Compared to keyword marketing many observers believe organic listings generate more traffic than do their sponsored counterparts, since many people do not even look at the results on the right hand side of the search engine result page.
- It is not necessary to incur ongoing advertising costs (although it should be noted that an SEO programme needs regular maintenance to ensure rankings are maintained).
Contact us for a no obligation assessment of your search engine optimisation requirements and a discussion as to how we can help you.
