Search Engine Optimisation

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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How do Search Engines rank websites?

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.

What is a Search Engine Robot?

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.

How do I get to the top of the Search Engines?

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

Website Audit and full SEO Report

Assessment of current site to check status of content and SEO ranking, highlighting any issues that may hinder successful results.

Website Optimisation Strategy

Examination of information flow and possible restructuring of site to produce the best results in the market sector.

Relevant page SEO improvements

Suggestions to improve Search Engine rankings for specific pages and move them higher in the Search Results page.

Keyword research and selection

Check Keyword and phrase targeting, selecting optimum terms and keyword groups to achieve market domination.

Competitor Analysis

Detailed study of market sector and competitors’ online activities

Inclusion in local results (if required)

Activities to ensure that the site is prominently listed in mobile or regional searches

Monitoring, reporting of SE rankings

Benchmarking of current positions and ratings for future comparison and to monitor changes

Ongoing optimisation

Continuation of processes to improve Search Engine friendliness of website

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.