Search Engine Optimisation
Search Engine Optimisation (SEO) is the practice of making your website appear higher in search engines like Google, Yahoo and Bing.
Imagine your website as your shop window. Having a beautiful display that lures passing customers into your store is obviously very important. But if this tantalising window is located in a deserted back alley, it doesn’t matter how good it looks: your customers will never find it. What we want to achieve is a well-laid out store with products that are easy to find, a beautiful shop window, located on prime real estate.
In a nutshell, Search Engine Optimisation is the gradual process of moving your website to a place where it can naturally be seen by passing customers without you having to pay for direct advertising. We can refer to this as “moving up the ranks”, and the way that Search Engines determine these ranks is a complex and evolving system that takes more than 200 factors into consideration. Furthermore, once you are ranking well, this does not guarantee that you will remain there. It is a gradual cultivation process that also requires maintenance.
Once you have a good Search Engine Ranking – ideally you are at the top of the first page – customers that find you in this way are commonly referred to as ‘organic traffic’. You cannot buy organic customers. In order to be found by organic customers your website must be customised in a way that it is “Search Engine Friendly”. There are many things that Search Engines look for when deciding which websites will receive a high rank. A search engine friendly web site is one which has quality and meaningful content, is easy to navigate, and also is easy for search engines to rank.
Optimising a website consists of 2 factors: On-site optimisation and off-site optimisation. On-site optimization refers to changes that can be made to the website itself whilst off-site optimisation refers to tasks carried out outside the website being optimized, in particular building links. Both factors are equally important.
My ability to make on-site optimisation changes can be greatly affected by the program that was used to create your website. This program is known as a “Content Management System” or CMS. Many of these programs can create good-looking and functional websites that are not Search Engine Friendly. If you request an SEO Audit Report, I will provide you with information on how your CMS may affect our ability to put a comprehensive SEO strategy in place.
Remember Search Engine Optimisation is a long-term online marketing strategy. At Growth Marketing we are experienced at building and monitoring SEO campaigns. These commonly take place over a three, six or twelve month period and ongoing maintenance packages are available.
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