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search engine optimisation

Most people use search engines, such as Google and Yahoo, to find information, products and services on the web. And, people expect to find what they are looking for (which should include your website!) in the first few pages..

This listing, or ranking on the search engines and directories is one of the most important things you do to assist people to reach your site. It is called organic optimisation, organic search engine marketing or organic seo. It means doing everything possible to improve your ranking based on the topic of your website, choosing the right keywords and developing suitable and effective key phrases. And it means doing it without paid advertising or "PPC".

It is not of much benefit to simply submit your website to the search engines unless your site is correctly optimised for the keyword phrases that you want to achieve top rankings on. This includes understanding the different 'algorithms' used by each of the major search engines which look at different parts of your site. These might include the title, the meta tags, the URL, the text, the number of headings in the text, the text behind the pictures, external links into the site, a site map etc.

Visitors who reach your site from the search engines are ‘pre-qualified’ that is they have searched for a product or service, evaluated the search results, and chosen to click on your site. This can result in great conversion rates compared to other media.

Search engine optimisation is a medium term strategy which means making changes to improve your search engine and directory ranking over time. There are several main steps to achieve this:

• Ensure your website is focused on your target audience

• Develop your keyword/phrases and your meta tags and description and do the research.

• Ensure your copy is supportive with great keyword/keyphrase density. At the same time it's important not to overuse the keywords as the search engines often regard that as spamming.

• Link building from relevant and quality sites. And also use intra-site links which are key word rich - that is links from one page to another within your own site.

• Site design analysis and optimisation for the search engines

• Manually submit the site - don't use software. Prepare a list of quality engines and directories and go for it!

• Monitor and improve your site regularly - monthly or quarterly. The more fresh content you write, the more often the search engines will index your site and potentially increase its ranking. Content drives the search engine process.

• Make sure it's the page which is optimised, not the site. You probably have several products or services you offer and trying to optimise any page for everything you offer will dilute your message and your rank. Keep the focus of each page as narrow as possible.

• Check your statistics and see where you need to improve.

If you would like help with your organic search engine optimisation, give us a call or complete our enquiry form.



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