Search Engine Optimisation is the term describing the process undertaken to attempt to have your website rank at or near the top of the search engines list of ranking pages (serps). SEO is aimed primarily at the organic search results and not the list of paid advertising links that appear usually at the top of the search page and sometimes to the right hand side as well. SEO can also be used when preparing quality landing pages used when setting up pay per click advertising campaigns.
As SEO consultants we continually monitor the “world of search” keeping in touch with latest changes and updates to the way search engines rank sites etc. Each year, Google changes its search algorithm around 500–600 times. There is no voodoo involved in SEO nor are there any magic pills or silver bullets that can be used to instantly rank a site top for its chosen keywords. There is, however, a well defined process that can be undertaken to set a site well on its way to achieving success.
SEO can be broken down into two main categories.
1. On-page Search Engine Optimisation
2. Off-page Search Engine Optimisation
On-page SEO deals with the sites content, structure, mark-up, layout, user-friendly factors and the like.
Off-page SEO deals with everything else that is important to ranking factors but it takes place away from the actual site itself and includes things like links, social networking to name just a few.
Many SEO consultants will make claims as to how quickly they can increase a sites rank, they may even boast about the position they guarantee to achieve. All such promises must be treated with some level of scientism. The journey to high rankings can be a long and bumpy road, but is can also be a journey that reaps many rewards in terms of site traffic, enquiries and a boost in potential sales etc.
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Businessman – Bedfordshire