Search Engine Optimisation

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Search Engine Optimisation

You have your snazzy new website but it's no use to you if you have no visitors. Search Engine Optimisation (SEO for short) is all about improving your organic rankings on the major search engines and especially Google. By organic ranking, we mean the free ranking on the search engines rather than the use of pay per click advertising (we'll cover pay per click advertising in the section on online marketing).

SEO is really a part of online marketing but is so important that it deserves it's own page. Getting a high placing on Google and other search engines will drive visits to your site and, if it's done properly, these are visitors who are actively searching for what you have to offer. That's a perfect target market!

There's a great deal of mystique surrounding SEO but, actually, it's not that difficult to understand. If you keep in mind that the search engines want to deliver up high quality, authoritative, relevant links to their clients (because that will keep their clients coming back) then all becomes clear.

It is extremely important to ensure that you are offering relevant content and letting the search engines know that this is the case. Before you even put pen to paper (or finger to keyboard), we will identify the relevant keywords or phrases that people actually use to search for your product or service.

Something that can be tricky to really grasp is that we may not be trying to identify the most common words or phrases but the most relevant for you. As an example, if you were selling hats, you might think that “hats” would be a good keyword but you'll find a gazillion competitors are also using “hats” as a keyword. Now suppose you sell red leather hats; if you use “red leather hats” as a key-phrase, you've whittled down the competition and ensured that all your visitors will find the red leather hat they are actually looking for. It's a bit more complicated than that but you get the idea.

Once we have identified keywords or phrases, we build these into the website structure and content ensuring that the copy remains natural and readable.

When we are happy that we have indicated your site is relevant, how do we persuade the search engines that you are authoritative? Well, one way is through links. It is often observed that “Google loves links” and there is some truth to this, with the proviso that not all links are equal. In general, the more sites that link to you, the better but it is not a good idea to use link farms as the search engines are well aware of these and you may end up being penalised.

In an ideal world you would be aiming for multiple links from high quality authoritative sites (an example would be the BBC website) as these are the most valuable to you (apart from helping your SEO efforts they also drive traffic directly). In reality, link building tends to be a slower process and does require some effort. Those efforts will really pay off and we can help with strategies to improve your linking.

To conclude this section, keep in mind that search engine optimisation, while important, is only a part of on-line marketing. The approach we help you to adopt will depend on what it is you are offering and your unique client base but may include elements of pay per click advertising, the use of social media, blogging, geographical targeting and ethical email marketing.

For a friendly chat about search engine optimisation or improving your online marketing, drop us a line using our online contact form.

 

Top Tip

 

Beware of companies offering to get you straight to the top of Google's search engine. One way of doing this is to use a keyword that is rarely used as a search term. Basing your ranking on such a keyword is misleading because it's not actually used in real life searches. SEO is a long haul (months not days) business and anyone suggesting otherwise should be viewed with caution. It might be possible if you have a truly unique product that's generating massive interest but, if that's the case, you're probably up there already!

Magnesia Limited | Company No: 7598839 | Registered Office: 25 West Cliffe Terrace, Harrogate, HG2 0PT | Email: inquiries@magnesiadesign.co.uk