Search Engine Optimisation

What is Search Engine Optimisation (SEO)?

Search Engine Optimisation (SEO) is a technique that helps search engines, like Google, find and rank your site higher than the millions of others when someone types in a search query. It therefore helps your site to receive more visitors.

Why is it important?

Reviewing SEO performance shows

  • how well you are doing in search results
  • your overall brand exposure
  • accessibility on the web.

Modern search engines use highly sophisticated algorithms to determine how appropriate content is for actual users, and the success of a search engine relies on it being able to determine if the content within a page is appropriate for a particular topic.

How can we help?

We can help you with SEO, whether we’re developing your site or not.

We’ll improve your website’s ranking on keywords in search engine results using our extensive knowledge of SEO.

What’s involved?

When optimising your site for searches, the most influential factors are:

  • Content and keywords
  • Page accessibility and validation
  • Off-page factors/backlinks
  • Measurement/conversions

We examine these and recommended a strategy to increase the chances of your pages being found.

Content and keywords

Keywords are the actual terms users search for in search engines. These are vital because if the way a search engine views your site does not match what your ideal users/customers are searching for, then they may never find you.

Keyword research involves identifying which keywords (search terms) your target audience are using, that you should include on your website to optimise your content.  This will give it the best chance of being found on search result pages.

For best results each page should be unique both in the collection of keywords it focuses on and its content as a whole. Sharing of common keywords or content across multiple pages makes it difficult for machines to distinguish which page is the “expert” on a shared topic. Search engines will penalise duplicated copy in preference to unique content.

Page accessibility and validation

Page accessibility looks at how easy it is for search engines to find and index the pages you want indexed on your site.  Page validation is important to SEO because it ensures:

  • your pages are written in a language that programs such as search engines understand
  • your website will behave and appear consistently in a variety of current and future browsers.

Attention must be given to how a validated page is structured so that search engines understand the relative importance of all the different elements on each page. All our sites are designed to produce clean, well-structured HTML, easily understood by search engines.

Off-page factors/backlinks

Backlinks (also known as inbound links) are links from external sites to your website. Search engines like Google use backlinks to help determine how relevant your pages are. We look at what sites are influencing your site and your competitors’ sites and determine the best strategy for increasing the ranking of your pages.

Social media also now impacts the success of your website, in its ability to attract social mentions and create social conversations. Each social network has its own social currency. Facebook has likes, Twitter has retweets, Google+ has +1, etc. The websites with the most currency are the most relevant socially.

You should also evaluate the authority of the individuals sharing your site's content. Just as you want backlinks from high quality sites, you want mentions from reputable and highly influential people.

Measurement/conversions

Measurement is necessary to gauge success so we always ask how we’re going to measure this. We ensure every website we develop can monitor its goals and conversions so you can direct your energies accordingly.

 

Please contact us for help with SEO and any other online needs.