What is SEO?
01/11/2011
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New web users often ask, “What is SEO?” It’s a term that is banded around marketing agencies, educational institutions, businesses and by Internet gurus the world over. This form of marketing jargon has become one of the most well used phrases; but how many of us actually know what it means and how it can benefit a business? Many will argue that SEO is vital for any business in today’s modern landscape, but don’t take the plunge without first having an understanding.
Jargon aside, what’s it all about?
SEO simply means Search Engine Optimisation. The fundamental principles behind SEO form the framework behind the ranking and listing of websites and digital platforms in search engines such as Google, Yahoo, Bing and MSN to name but a few. The lists are generated based on the words or phrases that a user enters into the search bar in the user interface of a search engine.
So how does it work?
A search engine makes two basic decisions when it comes to ranking and listing a digital platform. The first being to identify and list websites that are relevant to the word(s) or phrases that a user has typed in. The second decision is the order of which to place the websites in a search listing. To achieve this, search engines use a highly complex algorithm written by themselves.
Whilst the algorithm checks for a diverse range of parameters, page content is becoming more and more important. Having a website that contains lots of relevant key words and phrases will mean a greater hit rate by searching customers.
A key word rich website needs to be complimented by some well thought out processes to give search engine “spiders” the complete picture; this is where a knowledgeable search engine specialist should be involved.
Some things to look out for in a search compliant website.
- Ensuring that the top level domain is correct to the geographic market.
One of the parameters search engines use is location; location of the website server and the domain extension. If the primary trading focus of the business is the UK then a .uk domain should be hosted on a UK based server.
- Selecting a domain containing relevant keywords.
This is very simple, when looking to purchase a domain, make sure that it contains at least one word that describes the core competency of the business. For example, sennamarketing.co.uk; why?, because we are a full service marketing agency. At the same time, don’t look to purchase a domain purely because it is stuffed with key words. Remember, your customers need to be able to remember it!
- Balancing content for search engines and users
As already indentified, search engines place high importance on content. Your digital partner will work with you to write content that is interesting, informative and on-point with your customers, but add topical key words and phrases to attract the attentions of the search engine “spiders”. These key words should not be selected at random, instead based on customer trends and search patterns. Remember, a general rule of thumb; if you get bored reading your website content, can you really expect your customers and search engine “spiders” to trawl through it?...keep it interesting, on topic and up-to-date.
- Navigation
This is where so many websites fall apart. A good website should not be a compromise between design and functionality, indeed both should go hand-in-hand, encouraging the user to travel around the site. All pages should be interlinked to create a customer journey in addition to acting as a roadmap for search engines. Complimented by site maps, a website should be a help not a hindrance.
- Site structure
Custom websites such as those designed and built by Senna Marketing are search engine compliant to ensure flexibility and ease of use. For SEO, websites need to have a clear deep linking structure in place with appropriate page headers and tags as well as relevant back links from directories, forums, blogs and third party websites. Coupled with key word rich content, powerful SEO boosts domain equity which maximises opportunities in search engines.
How will a greater presence in search listings help my business?
The answer is very simple; statistically websites that appear on the front page of a search listing and typically above the fold (the items above the base of the screen before any scrolling is required) generate the greatest number of click through’s (when a user clicks on the search link and is automatically navigated to the website). Websites in this area can benefit from increased user traffic, interaction and customer loyalty.
How do I select the right digital partner?
Through the Internet, it is relatively easy to build a basic understanding of SEO and its principles. This in turn has meant that there are more and more SEO “experts”. SEO should be a cost effective, results driven tool that over a period of time will yield high levels of website traffic. SEO is an applied science; a knowledge gained through formal training and practical application. Make sure your digital partner possesses these qualities...never be scared to ask!
Senna Marketing is a full service marketing agency. Our team is made up of formally trained individuals who specialise in various disciplines including SEO. Our programmes are cost effective and results driven, delivered with regular reporting to ensure complete transparency.
For a free no obligation chat about SEO or anything else in our portfolio, contact us today on +44(0)1603 619660.
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