Search engine optimisation is a simple term used to describe any way of improving your business online by improving the visibility of your website on the search engine results pages (SERPs). The term ‘SEO’ has become a bit of a buzzword over the last few years and many businesses are jumping on the SEO bandwagon. Search engines all use different algorithms, but to simplify things, a SEO professional is an SEO content specialist who applies SEO techniques and tactics to improve your online presence. SEO professionals understand the inner workings of search engines and how to implement proven SEO techniques to help your website achieve its organic search engine optimisation status. It can seem like a complicated task, but with the right SEO skills you can enjoy gradual improvements to your website’s ranking over time.
Search engine optimisation is not a magic pill, you will still need to work on marketing your site to get it noticed by customers. SEO content specialists have a wide range of techniques they can use to target potential customers and increase their search engine rankings. SEO is not a one size fits all solution, it’s about realising the true potential of each page and ensuring that your SEO optimisation campaign targets key phrases that your customers are likely to use when searching for information related to your business. SEO can be a great way to improve customer loyalty and repeat visits.
Search engine optimisation is an ever-changing discipline which constantly evolves and reacts to changing market trends. New techniques and ideas emerge every month, but many SEO professionals will happily stick to what they know for great results. SEO is all about making your website stand out from the crowd – making it easy for your visitors to find your site and increasing your chances of getting that coveted top spot on the search engines results pages. Search engines are all about making the process of finding relevant content easier for their users, so it is important that you maximise this. Remember, SEO is not a ‘one size fits all’ solution; different search engines work in different ways. To ensure that your online presence gets noticed, utilise the following techniques to get your website noticed by the top search engines:
Keyword analysis is a great way to understand what people are searching for. Understanding your competition and the factors that affect search engine rankings can be a great way to become more competitive with your SEO. With SEO there are many algorithms which decide how pages are ranked on search engines and having some knowledge of these algorithms is essential if you want to rank highly on Google or Yahoo. There are a number of free online tools that you can use to analyse the most popular keywords and how they are represented by search engine algorithms.
SEO is heavily dependent upon the way that sites are built using a digital marketing and SEO combination of off-page and on-page factors. This means that the best SEO services will focus on not only building the best website possible, but making sure that this site is optimised for search engines. Bill Slawski, a UK based search engine optimization expert, has recently explained why it is so important to consider SEO when it comes to building new websites:
Organic traffic is a term which refers to traffic that arrives through the natural results of a search engine’s crawler. Organic traffic comprises of visitors that enter a site via the search engine’s search algorithms. SEO professionals have recently begun to focus more on organic traffic as opposed to paid search. This has been due to a number of factors, the main one being that organic traffic represents the majority of traffic which arrives at a site (with paid search comprising a much smaller proportion).
Once on the website, what do visitors do? A visitor may arrive through a search engine’s sponsored listings. These listings are designed to promote businesses as a sponsored result, and have a much greater chance of ranking highly in the search engines than other listings. Another method of arriving at a website is through the use of “throttle” or “search volume”. Whilst keywords and web pages are likely to be high on the list, there is the likelihood that these keywords will not be used by visitors who arrive at the site via organic search engines and may consequently fall outside the scope of the search engines’ organic search engine optimization guidelines.
So, when it comes to building a site, what should you be looking for from an SEO Professional? Well, firstly you want a SEO professional who is experienced in both SEO and search engine optimization. SEO experts are expected to be skilled in both web design and creating new content. You also want someone who is willing to work within your company’s marketing budget. Ideally, you want someone who can offer both off-site and on-site SEO. Off-site SEO helps to improve the visibility of your website by improving its search engine optimization; whilst on-site SEO will help to improve your company’s website’s exposure by improving its ranking within the search engines and improving the usability of your site.