How SEO works?

Search Engine Optimisation is the process of improving both the volume and quality of traffic to a website from relevant search engines via “organic” means such as using the right,  optimised keywords (keyword search engine ranking).

SEO considers what people search for in terms of keywords and content. SEO content is what gets increased rankings.

Carrying out Search Engine Optimisation on a site involves the following:

• Carrying out a Keyword analysis and then applying the results to the Meta data (HTML tags) and the website content (SEO content).
• Ensuring the presentation of the site is appropriate in terms of colour, text formats and that the site will adapt to all browsers, and screen sizes.
• Structure – is the site user friendly? Is it easy to navigate around? Is the call to action functions easily visible?
• Fixing any other problems that could hinder a search engine from picking up on the site , e.g. Flash, Frames.
• Adding the appropriate amount of natural links – avoiding link farms altogether (this is called black hat SEO). Link building SEO falls under white hat SEO.

In order to achieve the web search engine marketing campaign it is important that the Meta Data, which is a series of HTML tags, is optimised accordingly. The following are some of the basic examples:

Selecting relevant keywords:  When selecting keywords you must always think of the search terms your customers will use on search engines to find you.

Title Tags: Should be short, relevant and contain keywords for the page you are trying to optimise.  The Title tag is important for search engines as the page title indicates to the search engines the subject of the page.

Description Tags: Description Tag should describe the content of the page. The description is important as search engines may use this to provide site information on the search results page (SERPs). Description should be customised for each page describing your business and products you offer etc.

Heading text: Important to have heading text and to include your keywords in headings as search engines pay particular attention to this. It enables search engines to establish what the web page is about. 

URL Structure: URLS should be well structured easy to remember and short. They should always be relevant to the page’s content.

Linking: Links are one of the most popular ways for people to find new sites and so the more quality sites that link to you the better. It can also have a dramatic effect on your search engine ranking. Never use link farms.