What is Search Engine Optimisation?

Search Engine Optimisation or SEO is a process by which internal and external aspects of a web site are adjusted to gain high search engine returns on key word and key phrase searches. Search returns are sometimes referred to as organic or natural.

The majority of web traffic is driven by the major commercial search engines: Google, Yahoo and MSN. Google attracts approximately 60% of worldwide searches at 37 billion, with Yahoo (8.5 billion) and Microsoft (2.2 billion).

High placements invariably lead to sites receiving an increase in traffic. 78% of users abandoning their search if the first 3 pages don’t provide an answer to their question - high search engine placements are essential!

What can you expect SEO to do for you?

The key to understanding Search Engine Optimisation is that it is about creating value for the end user, thereby appreciating in value to the Search Engines.

Whilst many think Search Engine Optimisation is about manipulating search results, what SEO is really about is making sure that your website delivers what the user wants - and the search engine spiders can interpret. Any site that follows these basic principles will profit from increased value to the end user, and increased ranking for keyword searches.

Search Engine Optimisation (Optimization) is a powerful tool for Internet marketing, and when harnessed correctly - you can see website traffic and conversions multiply providing excellent return on investment. Website Optimisation through SEO can effectively translate into increased profitability for your business by increasing the exposure of your website and brand.

On-Site & Off-Site SEO

Search Engine Optimisation can be broken down into two basic categories:

1. On-Site SEO
2. Off-Site SEO

On-Site SEO includes specific actions taken on your web pages to increase your search engine position, whereas Off-Site SEO refers to search engine optimisation techniques that are not performed on your own website or page, and are therefore termed off-site.

On-Site SEO : Onsite-SEO solutions make sure your web pages get filed and indexed correctly by the search engines. By ensuring that this is done well you are laying the foundation for future success in your search engine rankings. A well optimised page should present the following qualities:

• Keyword-rich relevant Content
• Easy to use, search engine friendly navigation
• Fresh unique content
• Relevant unique page titles
• Appropriate use of header tags
• A good code to content ratio
• W3C Validation for accessibility and optimised code.

Off-Site SEO : The most important part of website optimisation actually takes place off the page, with Google and the other major search engines largely determining the importance of sites based on links from external websites.

Due to the relative ease with which on-page factors can be manipulated search engines now place more weight on so called off-page factors. Off-site SEO techniques are actions taken outside of your web pages to increase your search engine position.

Now more than ever where you rank in the search engine result pages is based on relevance and authority. Authority isn't established solely through what's on your web pages. It is derived from a combination of many factors including inbound links, outbound links and how many websites with authority you are affiliated with.