Search Engine Optimisation
The best website in the world is no good at all if nobody is looking at it!
Even if people are searching for what you're offering, they are highly unlikely to scroll down to page 34 of Google's search engine results pages to find you.
If you're not on the first two or three pages for your chosen search keyword(s), you don't exist!
What is SEO?
Search engine optimisation is the art of getting your website as high as possible in the results pages.
Search engines constantly change their ranking algorithms, therefore the only consistent thing about marketing your website to them is that what works really well today probably won’t work so well tomorrow!
Working with search engines requires an up-to-date and in-depth knowledge of how they change their algorithms, shuffle their indexes and share their content. Sometimes it can seem like a fairly long-term, high maintenance relationship.
However, there are universal guidelines regarding certain elements which are vital to your SEO strategy. There are also very clear rules against certain practices that attempt to cheat or trick the search engines.
Fundamental Principles for Successful SEO
- Content: good, keyword-based content will always be your key ticket to top rankings.
- Meta, HTML and CSS: the behind-the-scenes structuring of your web pages can make or break your rankings in the search engines.
- Links: more specifically, one-way links in to your site from directories, bookmarking sites and authoritative websites in your market.
- Visitor Behaviour: when visitors click to your site, Google wants to know that they found what they were looking for quickly, and that your content was original, useful and informative.
Each of the above elements can affect your website's positioning in the search engines. All should be addressed equally when formulating an effective SEO strategy.
Universally Bad SEO Practices
Search engines may be vague about what you can do to get top rankings. However, they are not vague about those practices that will get you banned from their rankings.
When you are considering using an SEO specialist, you should be aware of these illegal techniques and the different 'pet names' given to them by some dubious 'SEO specialist' companies.
Further information
If you would like more detailed information about search engine optimisation please contact us for a free consultation.
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