History

• Google developed as a hyper textual search engine.
• Google has a respect and passion for editorial integrity and returns a set of results (usually ten) to the end user upon entry of a search query.
• Google has developed an algorithm to filter results into a digestible format for the end users and strives to make these the best and most accurate returns that it can.

What is Search Engine Optimisation (SEO)?

• The field of Search Engine Optimisation (SEO) is concerned with maximising the visibility and profitability of a website / online offering by making its listings appear more frequently and more prominently in the natural (right hand side) search results.

The Value of Natural Rankings

• Perception is of an established, reputable business.
• Significantly higher convertibility and brand strength.
• Difficult to attain and thus drives a tactical and long term advantage once secured.
• Not appearing in the natural listings benefits your competitors, who will receive the organic traffic.

If the above is of interest to your business please Click here to speak to one of the SEO team for an informal discussion.

MAIN AREAS TO CONSIDER FOR SEO PURPOSES

On-Page Content

• On-page content (text).
• Keyword density.
• Relevant and informative pages of content.
• Articles that speak informatively upon the subject matter you are seeking to rank for.
• Fresh and up to date information that keeps your site interesting to Google and the public.
• "Long tail" word combinations – ie. capturing traffic from wider terms which are often less competitive but more convertible.

Off-Page Content

• Title tag – Very important.
• Meta description – Important.
• Meta tag (keywords) – significantly Less important (right-click to View Source on a web page).

What we see here is how the source code (Off-Page Content) of the site is pulled out by a browser, combined with styling information and image files and then presented to the end user. The title tag becoming the blue line of text that the browser displays and this, combined with the meta content description tells the browser and the search engines what the page is about.

Link Building

Building the right link community is often an important part of an SEO project - we have added some notes below to help explain the process a little.

Click the following link to see our SEO case studies.

Other Factors

Conclusion and Fundamental Principles

The following are fundamental SEO principles to follow:

• Build sites for the user, not for the Search Engines.
• Have relevant, good quality content that attracts visitors.
• Avoid miracle cures or quick fixes – they rarely work and often harm sites.
• Avoid unfounded guarantees; SEO companies do not own the Search Engines.