Search Engine Optimisation
How Search Engines Work
Modern search engines are extremely complicated automated computer systems, considering hundreds of factors when deciding how to rank a website for a particular search phrase. These factors can be roughly divided up into the following categories:
- On-Page Factors – this is everything on your website itself, including: the text, images, page titles, page headings, page names, meta-tags and internal links.
- Off-Page Factors – this is everything that is not on your website, including: links to your website, the text in the links to your website and the age of your website.
The search engine companies, such as Google, MSN and Yahoo, never reveal the details of how their ranking algorithms work. However, experience has shown that a combination of all of the above factors will greatly improve a site’s rankings.
How We Will Optimise Your Website
As standard we optimise all of the websites we develop to be search engine friendly and to be relevant for your particular keywords.
However, modern search engines also need to “trust” your website to rank it highly on the results pages, this is done by building links to your website – search engines view links to your website as a vote for it.
Our search engine promotion services consist of a multitude of strategies, including:
- Keyword research – what keywords do your customers use to find your products? These may be very different from the words you use to describe your products. Our aim is not just to achieve high rankings, but to do so for phrases that will result in large numbers of visitors who are likely to convert into sales or leads.
- Website optimization – after extensive keyword research we will make your website relevant (from the search engines’ point of view) to those particular words.
- Link building – having links from other websites increases your search engine rankings. We can consistently build links to your website from other high quality websites, including reputable online directories such as the Yahoo Directory, Best Of The Web and DMOZ. We aim to build a mix of links from general “off-topic” website and industry-specific “on-topic” websites. Building links over time is crucial to maintain high rankings.
- Search Engine Data Feeds – many of the search engines have sub-sections of their websites dedicated to specific types of searches. For example, Google has special Products, Jobs, Maps, News, Blogs, Images and Books searches. Quite often these types of search results will not be exploited by your competitors, but can provide large numbers of high quality visitors. We can create a data feed of your products/jobs/books/etc, which the search engines will retrieve to insert your items into their search results.
