Seach Engine Optimisation

Search Engine Optimisation (SEO) is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

Big search engines like Google, Bing and Yahoo have complicated algorithms which help them provide results. Below, we've outlined the four criteria we think are most important to maximise SEO.

Page Content

Content is King. You'll hear this phrase over and over again with regards to SEO, but we need to delve a little deeper into what the phrase means.

First we need to consider the quality of the content. Are we offering something new and unique? Are we providing information not easily found elsewhere and is the content keeping people on the page for more than a few seconds? If we can answer all these questions positively then we're on the right track.

However, we need to ensure we're not using industry jargon (such as SEO) because our customers may not know and use the jargon. We need to research keywords which are used by customers and then use these words within our content.

HTML Tags

Even if Content is King, behind ever good man is a good woman making HTML tags Queen.

HTML tags are code written on web pages but not displayed to people viewing the page through web browsers. These tags tell search engines (like Google, Bing and Yahoo) about the content on the page. Search engines will not only use these tags but they will use them alongside the page content to decide how to rank pages.

By researching tags used by competitor companies we can identify some of the key tags needed to help understand useful words and phrases to use.

But we have to do this prudently because if certain phrases are overused the search engine will consider it a violation and not display the page.

External Links, Link Words and Reputation

Finally we need to try and maximise the number of external links coming into our site.

Search engines put considerable importance on the links entering a site; the reasonning goes, if someone is willing to risk their reputation to link to content on another site, it must have value. This means we need to identify opportunities and maximise the number of links coming into our site.

But we must not be indiscriminate about our links because search engines will also apply a reputation weighting to the site doing the linking. It is obvious that sites with really good reputations are more important to have than sites with poor reputations.

But it is less obvious that we also want sites with a related function. What would a search engine do with a skirt manufacturer linking to a house builder. The contents of the sites are quite different and could imply the contents of your page is different.

The last aspect of external links we want to influence is the words use in the link.

For example, the phrase "click here" is often used for links, but how does a search engine know the contents of the link with this unhelpful wording? All links to this page are either Search Engine Optimisation or SEO. These are phrases associated with the contents of the page so help search engines in their ranking.

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