SEO is one of the broadest terms to help describe the techniques and actions used by search engines to help promote web pages on all of the different search engines around the world. SEO stands for ‘Search Engine Optimisation’, and is a complicated formula that Google, Bing and the other leading search engines use to determine how web pages are ranked when a natural or organic search is conducted.
When you submit a search query in any of the search engines, it is referred to as a ‘natural search’. These will appear down the left hand side of the page, as what is generated naturally. The ones that are on the top or right of the page are either paid i.e. sponsored results that have nothing to do with SEO optimisation, and will be covered in detail under “Paid Search Marketing.”
Our SEO services are designed to promote your web pages in order to get a higher position in the natural search results so that more potential customers can find you. It is very important because it increases the likelihood of a customer clicking on your link as opposed to the link of your competition.
The benefits of ranking in the top spots of any search engine are significant. More appearances equal more clicks. More clicks also mean more people visiting your website. More visitors usually results in more sales, which is how you will ultimately get the higher profits that you are after.
Search engine optimisation is the most sustainable way of getting targeted traffic to your site. More importantly, it is completely measurable because you can find out where you rank based upon specific keywords on a regular basis. You can build brand awareness, and measure your web traffic through SEO campaigns and ‘paid search’ traffic to help you generate the traffic that you need. However, only a well-developed SEO system will help you maintain long-term results that you can use over and over again to get the SERPs (search engine ranking positions) that you’re looking for.
So what does SEO involve?
There are a variety of different methods that can be used to optimise a website. There is a combination of on-page and off-page optimisation that is required to form the perfect balance of what is on the pages versus what is going on ‘behind the scenes’.
To make it simple, on-page optimisation is about improving the page, which includes updating the content and adding meta-tags that are more descriptive. Then the off-page optimisation pertains to the inbound links, backlinks and directory submissions.
SEO is a very competitive business, and every website page needs to be individually analysed. The only way to rank high for all of your products and/or services is for each page to be comprehensively tailored so that you can stay competitive within your niche.
Search engines look at every page uniquely and compare it to the other websites within the same field of those particular keywords and niche. Those that have the most meta-tags and the best off-page optimisation get the higher rankings, making SEO an ongoing project that needs a lot of attention and detail.