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About Search Engine Optimisation

Why Search Engine Optimisation (SEO) Matters.
 
If you aren't yet aware of its meaning, SEO stands for Search Engine Optimisation. Simple enough, but just what is SEO and what is it for? This is a more complex matter.
Search engine optimisation refers to a number of different techniques used for building websites and the content on these sites to improve their placident in the search engine results pages.
The idea of SEO is to make your website more visible to web users who search for content with search engines (which is essentially everyone who uses the World Wide Web at all).

If your website is a personal page meant primarily for yourself and perhaps a small number of family members and friends, it may not be all that important to you to have a site which is optimised.

However, if your website is business oriented, it matters a great deal.

Think of it this way: if your business decided to stop being listed in the phone book, took the signs and awnings down and stopped advertising, how successful would you be at attracting new business?

Search engines and directories like One Coventry have for many largely replaced the function once performed by local phone directories.

In order to attract (and even retain) business, you need to have a high profile where your customers are likely to see you - and these days, this place is online.

It once was that if people couldn't find you in the phone book, your business was in serious trouble. Now, of course the question is how easy it is for people to find your website.
You may have a great looking website and even use the URL in your printed marketing materials and advertising campaigns; but not everyone is going to see your advertisement in the paper.

People tend to look at web sites when they're actually in need of something and even if a potential customer has seen your ads, it's not at all certain they'll remember to go to your site immediately when they're looking for what you offer.

Instead, your potential customers are using search engines - which is why your business may need some help from a professional SEO consultant to ensure that consumers will find you when they really are looking for you.

Search engine optimisation (SEO) this is the procedure of organising and editing the content on a webpage and should include the whole of a website to increase its relevance to specific keywords on certain search engines and most important ensuring that external links to the site are correctly titled and placed. This is done with the aim of achieving a higher organic search listing and increasing the volume of targeted traffic from search engines.

One of the keys to success is SEO Web Marketing which can target different kinds of searches. SEO considers what people search for and how the search engines work. Optimising a website mainly involves editing its content and coding to both increase its relevance to specific keywords. Sometimes a sites structure must be altered too. Because of this it is, from a clients perspective, it can be better to incorporate Search Engine Optimisation when a website is being developed than to try and apply it later but this can still be done effectively.

The term search engine friendly refers to a website that has been search optimised.

The most commonly used search engines, Google, Yahoo! and Microsoft, use crawlers to search for pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. A few search engines, mainly Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoos paid inclusion program has drawn criticism from advertisers and competitors. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links.

Search engine crawlers look at a number of different factors. Not all pages are indexed by the search engines. Distance of pages from the root directory of a site is also a factor in whether or not pages get crawled.

Eye tracking studies have shown that searchers scan a search results page from top to bottom and left to right, looking for a relevant result. Placement at or near the top of the rankings therefore increases the number of searchers who will visit a site. However, more search engine referrals does not guarantee more sales. SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator's targets. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a sites conversion rate.