Search Engine OptimisationWhat is SEO?

You may be wondering what this SEO game is all about. Well firstly, that short but sweet acronym actually stands for the more unwieldy Search Engine Optimisation.

Search Engine Optimisation?

Now 'search engine optimisation' is exactly that, you could not ask for a more germane title with regards to a compact definition. Nevertheless, to elaborate a little further it is essentially the process of employing various techniques to optimise a web page so it will rank higher when, for instance, somebody types a specific search term into Google (editor's note: Other search engines are available).

It is amazing, the amount of sites out there that have been created without the slightest consideration to what are the simplest of SEO techniques. Some of these sites may be stunning, visual treats, offering something new and extraordinary in user experience, but such potential (not to mention the hard work employed in building the site) is quickly scuppered when it turns out that nobody ever sees it. Why? Because it can't be found!

Search engine optimisation techniques can be divided into two camps: 'On-page' and (...wait for it...) 'Off-page'.

On-page optimisation involves, believe it or not, changes to the actual page. This can boil down to factors such as looking at and re-engineering the content and copy of a page; the research, targeting and implementation of specific keywords and phrases; and ensuring the code is fully spiderable (readable) by the search engines. There are also many other elements that combine to make up the whole package of search engine optimisation, such as ensuring that a site complies with the ever-stricter guidelines laid down by the daddy of them all, Google. (Cue the fanfare of exaltation)

Off-page optimisation refers to everything else. Basically, this is the promotion of your site through other resources and largely pertains to the process of link building. Links are good! The search engines see them as a vote of confidence for the page to which they point. And if they're coming from a quality, already heralded source, then even better.

However, off-page optimisation can also cover such elements as press releases, blogging, article submissions or just getting your site talked about on one of the many, many forums sitting out there in cyberspace!

Content is King!

With the world that search engine optimisation inhabits awash with shady practices and often conflicting 'fact' and opinions, there is a creed pretty much universally acknowledged as read: Content is king!

To expand up on this maxim, it decrees that a site must be interesting and of use to successfully engage the user. This is what search engines want! When somebody types a query into their search box, they want to return pages that will best serve what that user is looking for. If your site conforms to this rule and contains informative and useful - for want of a better word - stuff, then you are setting out on the right foot. People love great sites, and will happily link to them. Just think of all those inbound links boosting your site's reputation and status. A case of on-page optimisation influencing off-page.

Ultimately, search engine optimisation has come a long way over the past ten years, largely due to the arrival of Google and its subsequent domination of the search engine market. It no longer pays to employ the “fast result” tactics that were prevalent back then. Search engines have evolved, they use complex algorithms to determine a site's worth, and nowadays they are pretty much savvy when it comes to sorting the wheat from the chaff, the honest from the underhand.

All the techniques mentioned above come together as one and the constituent parts, when pooled, should make a big difference in where your site eventually ranks. That is why if you are serious about  improving the amount of traffic to your site and the possible conversions this may result in, you cannot afford to ignore SEO and the benefits it will bring.

To make the first step in optimising your site, please contact us and see how we can help you.