Search Engine Optimisation

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What is SEO?

Search Engine Optimisation uses specific methods to improve the way websites are selected¬†to be shown in all Search Engine’s unpaid results.

Good SEO results in a high ­ranking display position in the returned list of websites, but also an increased frequency of inclusion in the list.

Why is SEO important?

Paid advertising campaigns (Pay-Per-Click) in certain Search Engines allow users to pay for good results, for example Google AdWords, but SEO techniques are used to ensure the site has a good ‘organic’ or free listing in all Search Engines, even those accepting paying customers.

A good SEO plan will:

  • conduct keyword research, generating Search Terms that are most relevant to site content
  • ensure your website is properly indexed and ranks well when a relevant search is conducted
  • make sure that the website architecture allows for easy rendering of interesting content

It will also ensure:

  • Site pages load quickly
  • a good User Experience
  • the site is mobile-friendly

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The way that the various Search Engines index websites has changed as the internet has evolved. The Google algorithm, for example, has been studied for years in attempts to ‘crack’ the methods used by the Search Engine software to rank and index sites.
Robots, or Crawlers, trawl the vast volume of information on the internet, classifying it and assigning value for future use when information that specific subject is requested. Databases of a size beyond belief store and assimilate this mass of knowledge, primed to respond rapidly to a Search Engine Enquiry.

There used to be ‘tricks’ that could obtain No 1 rankings, beating the opposition to the top spot, but intensive studies of user behaviour and improvements in Robot software have led to more ‘human’ and realistic, if very complex, processing to ensure that Search Engine results are relevant and authentic.

Website Search Engine Optimisation is achieved by building a comprehensive, well-structured site that contains relevant, well-written information which provides quality results to the inquirer.

Still hugely dependent upon Keywords, Search Engines can be prompted to regard your site in preference to others for your chosen search terms, however, these require careful research and continuous tuning to ensure that you are promoting to the correct audience.

A well planned and implemented SEO campaign will include the following components

Writing content for SEO – 1

Select a keyword or key phrase

Target only one keyword or a single key phrase per website page.
This is the Search Term which will be typed into the Search Engine to find your page and hence the information rendered must be completely relevant.
The page content needs to provide the reader with high quality and well-researched information regarding that keyword or key phrase in order to satisfy their search enquiry.

Writing content for SEO – 2

Include keyword or phrase in page content

Your chosen keyword or key phrase should feature near the beginning of the web page text, to reassure the user that the page will supply them with the information they are searching for.
This confirmation of relevance is vital to successful visitor retention.
Repeat the keyword or key phrase up to four times within your page text, ensuring it is spelt correctly and, if it is a phrase, that the words are written in the exact same order every time.

Writing content for SEO – 3

Keep the page copy natural

Ensure your text reads well to the user and that it always makes sense. A visitor will soon detect something strange if keywords have been forced into the text too many times.
Each page should contain at least 300 words, however, longer copy will allow you to include your keyword or key phrase more times without sounding unnatural or losing flow.
Remember to use formatting for ease of reading ie. headings and subheadings, numbered points, etc.