What is Search Engine Optimisation?

A first place listing on Google typically gets 46% of the non-paid clicks on that page.

If you're reading this you're most likely interested in (and need) Search Engine Optimisation - or SEO for short. Simply put, SEO is the process of making web pages rank more highly in search engines!

Does my site need Search Engine Optimisation?

There's not a lot more to say!

What does SEO involve?

Search engines are always changing their exact ranking criteria, but the principles of SEO have not changed since Google came on the scene, and are unlikely to do so for the forseeable future. So here are the five main requirements for a site that will be successful search engines.

Your website must clearly and comprehensively describe your services or products.

Sounds obvious? You'd be amazed how many businesses get it wrong.

Some have over-designed, complicated sites full of industry jargon. Some have text that could be used to describe a hundred other businesses. Many write only about who they are and assume people (and search engines) will know everything that they do.

An SEO's first job is to make sure that your site covers all of your products / services, covers them well, and is easy to use. Together with clients, we write content for their sites that will not only inform, but also sell the service. A useful side effect is that these pages will also do well in search engines!

Your website must target the right keywords (or search terms).

We do detailed research to identify keywords used by your potential customers.

Then we decide which to target, depending on your website and your budget. You'll get a lot more traffic if you're 1st for something that gets 10 searches a day than you will if you're 10th for something that gets 100 a day. You'll usually get more business too, because a lot of more popular search terms are used by people who haven't got a good idea about what they actually want. Traffic to your site from more specific searches yields more enquiries - and therefore more business.

Your website must be correctly optimised.

Optimisation affects how your site looks to a search engine - and therefore how it ranks.

First, search engines have to be able to get into and around your site.

Many sites are inaccessible, or have areas of content that search engines cannot get to. If they can't even get your content in the first place you don't stand a chance of ranking. Almost as important sometimes is keeping search engines out of some parts of your site. The correct site structure and navigation system is the key here.

The next step is making sure that search engines' attention is drawn to your main keywords.

This is website 'optimisation' - parts of the visible text, links, and parts of the hidden code need to be adjusted to correctly target your keywords. Done correctly, this is an unobtrusive process and does not spoil the look of a website or how your text will read. In fact, the heavy-handed and over the top techniques carried out by amateurs can spoil rankings and put off visitors too.

Your website needs links and citations from websites that search engines trust.

Search engines use links to discover web pages, and to help them rank those pages.

The top-ranked sites for any search term are those that a search engine trusts will be the most useful to its users. Just like a business needs recommendations and referrals to bring in enquiries, a website needs links and other citations that search engines trust before it will rank.

The key here is quality - not quantity. The wrong links won't get you any trust - in fact they can get you blacklisted. The very best links not only help your site rank by giving it trust, but bring it direct traffic too.

We specialise in finding quality, trusted links and other citations for your website that will get you results. Read more about our link-building and web marketing services.

Your website will need monitoring and updating.

You have some rankings and you have some traffic. Job done, right? Rarely.

Things can usually be improved. Analysis of your web statistics can give surprising insights into how people find your site and how they use it.

It can be a mistake to think that a website is finished; you should always be looking to improve your user experience and set your sights a little higher. Remember also that the internet is growing fast. Every day there is more competition for the top rankings.

If a website never has new content or links, search engines can over time consider it less relevant. So if your competitors are growing and promoting your websites and you are not, they could overtake you.

Why should I get you to manage my Search Engine Optimisation?

To see examples of rankings, or talk to an expert, please get in touch.

Frantic Fish: Web Design, SEO, Internet Marketing & Web Development Brighton & Hove, East Sussex
Registered in England : 6905397 | tel 01273 275 614
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