Search engine optimisation (SEO)
 Search engine optimisation is a phrase that you’ll often hear and yet probably not fully understand. There are millions of websites compete for top positions on search engines and millions of £’s put behind achieving these positions. There are no guarantees on where your site will appear in search engine listings and improved positions can only be achieved over a period of time, often through a dedicated and highly professional targeted SEO campaign.
To achieve high ranking position you’ll probably require the services of a Search Engine Optimisation specialist who will manage your requirements. They will aim to increase the visibility of a range of keywords and phrases that are relevant to your customers. This action is likely to be supported with a link building campaign and pay per click campaigns to maximise optimisation. Additionally they’ll probably offer online press releases, blogs, social bookmarking, portals and subject related directories.
However there are a few key points that could improve your organic search engine optimisation:
- Website pages should be well constructed and the title, description and text content should be relevant to the expected search terms. Visitors rarely search for the phrase ‘Welcome to our website’ but they may search for ‘bed and breakfast in Devon’. Ensure that your text includes words and phrases that your customers are likely to search for. If these words/phrases are replicated in the title, description and text, there is a better chance that your site will be recognised as being relevant to the search.
- Link building (links to and from other sites) is important. Link relevance and popularity are important elements as are related directories and portals. Google takes link popularity seriously and sites are given a ranking. Those with a zero page rank have virtually no chance of appearing in the search engines for competitive search terms.
- Pay per click (PPC) is an Internet advertising model in which advertisers pay their provider only when the ad is clicked. With search engines, advertisers bid on key words and phrases relevant to their target market. Two of the largest PPC providers are Google adWords and Yahoo Search Marketing. The actual cost per click depends on the search engine and the level of competition for a particular key word.
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