What is Search Engine Optimisation?

This is usually the next step on from having a 'Search Engine friendly' website. Being 'Search Engine friendly' is mostly concerned with the way your pages are built from a technical point-of-view. 'Search Engine Optimisation' is all about how people use the Search Engines to find you.

List your Key Words

There are several important stages to optimising your website, but the first and most crucial step involves 'Key Words'. Key words, or phrases to be more accurate, are the words that your potential visitors would type into the Search Engines when looking for a business such as yours. Put yourself in your Customer's shoes - what would you type in?

We will work with you to help draw up an initial list of relevant key phrases. There are many things to consider when building your list of phrases, but one of the most important is to make sure they are as relevant and as specific as possible.

Key Word Analysis

Once an initial list of key phrases has been drawn up, each phrase will be analysed within the major Search Engines. This involves two aspects, the number of search results returned for each phrase, and how often that phrase is actually used by visitors to the Search Engines. This provides a ratio between 'competitiveness' and 'popularity', which we use to determine the best key phrases to use.

Another key stage involves the analysis of competitor websites, i.e. similar businesses to your own, whose websites rank highly in the search engine results.

Key Word Implementation

Once the analysis stages have been completed, a final list of 'Key Phrases' would be drawn up. These key phrases are then integrated throughout your web pages. There are many criteria to consider here, such as 'importance' (certain parts of a web page are considered more important than others) and 'frequency' (how many times a phrase is used on a page). Repeating your key phrases over and over again will not help you here - in fact you will be penalised quite heavily by most Search Engines for 'spamming' if you do!

Some so-called SEO (Search Engine Optimisation) companies employ 'dirty tricks' to try to fool the engines, such as stuffing key phrases into 'invisible' text on a page. These are to be avoided at all costs as your site will not only be penalised but is likely to be 'black-listed' completely!

Search Engine Submissions

Once your newly optimised website has been uploaded, we will submit it to all the major free Search Engines and Directories for inclusion. Once again, there are various options here as most Search Engines include an 'express' service (for a nominal fee), which will get your website listed quicker than the free submissions if you are in a hurry.

It will normally take a little time for your optimisation to start showing results. Some Search Engines, such as MSN, send out 'robots' or 'spiders' which continuously crawl the internet looking for web pages to index. Others, such as Google will personally visit your website to assess its' content and relevance. Timescales can vary considerably, but you should expect to see results within 2-6 weeks.

Search Engine Promotion

The optimisation overview above will give your website an 'organic' or 'natural' listing within the major Search Engines (i.e. without the use of paid-for advertising or other promotions). For some businesses this may be all that is needed to gain a competitive foothold, but to really boost your website presence see our 'Search Engine Promotion' program.

Contact us today for a No Nonsense quote, or for further advice on promoting your website.

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