What is Search Engine Optimisation?
If you’ve made even a passing enquiry about the creation and design of an online presence you’ll have come across reference to Search Engine Optimisation (or Optimization if you’re in the US) otherwise referred to by the acronym SEO. So what is Search Engine Optimisation?
In short, it is providing online content in a manner that makes it easy for Search Engines such as Google, Bing and Yahoo, to determine what is contained in the post/page/article/website and index it in a fashion that makes it easy to access for those looking for that information.
It sounds very simple, and in essence it is, but it is surprising how many of the billions of websites around the world are not at all optimised to be found by search engines. In other words, they are leaving it entirely to chance that they will be found by somebody interested enough to scroll to page 2 or page 3 or even further down the search results.
Search Engine Optimisation is a very hot topic because it is what directs Organic Traffic (traffic for which you have not paid using services such as Google Ad Words) to your site. Organic traffic is the best source of profitability for your company because it is repeat traffic for which you do not have to pay – anything you can sell to or convert from your organic traffic is cost free. Essentially it is FREE ADVERTISING.
If your online presence is not optimised so that search engines can find it you may as well not have bothered putting it there in the first place. The whole idea of your online presence (website, blog, social networking presence, online store, etc.) is to get more customers for your business, thus increasing your profitability. If customers can’t find you online then you are missing out on the most lucrative, and potentially easiest to get, profits that your business could ask for.
Good SEO Takes a bit of Patience
Remember, good SEO can’t be done overnight. It takes time to set your online presence up correctly and then takes more time for search engines to categorise your site properly and ‘spider’ (send out search bots to crawl or index) your content. Done properly, good SEO takes a while, so if you get an unsolicited email from somebody (and you probably get a lot of them) promising to get you to the top of the search engine listings overnight you can safely ignore them. These invariably use what are termed ‘Black Hat’ techniques (methods to boost your search engine visibility that are considered against the tenets of good web design) to get you to the top of the listings. The problem is, using these techniques will involve your website being penalised sooner or later. If you are penalised by a search engine your site may never again be listed by them.
Quite apart from this, most of the SEO emails you get are from scam operators who actually do nothing at all with your site after you’ve paid them.
If you are looking for somebody to create or re-design your online presence in an SEO friendly fashion then contact us and we’ll be delighted to guide you through the issues involved.