Search Engine Optimization

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The immense growth in the amount of time people are spending on the Internet, plus the rising cost of pay per click advertising has seen search engine optimisation become increasingly popular over the past 5 years. Many website owners today are investing in search engine optimisation which makes it harder than ever to achieve top rankings in search engines such as Google.

The traditional approach to search engine optimisation has been the process of selecting keywords, inserting meta tags and then building some links to achieve first page ranking results in Google. However, in today’s highly competitive online market this simplistic approach has been outdated due to increasing competition and the introduction of free tools such as Google Analytics which has made it easy to measure the impact of your SEO efforts.

On this basis Search Engine Optimisation should be considered as a strategy to drive qualified traffic to your website at the lowest cost. The definition of SEO success should be the amount “qualified natural search traffic delivered to your website” and not “rankings achieved”. There is no point being ranked in the Top 10 of Google if no-one is searching for or clicking on your search engine listing.

Are all search engine optimisation services the same?

The principles and promises of high rankings are all the same from search engine marketing companies however, like everything in business the results achieved from one company to another are considerably different. After all, search engine optimisation is a process of out-ranking another website, so your approach needs to be unique to be number 1.

When choosing a search engine optimisation you should ask the following questions:

- What are the traffic results the search engine marketing company has achieved for its clients?

- What SEO results has the company achieved for their own website?

- What is the company’s current client retention rate?

- What resources does the company have available to allocate to your project?

- What are the measures of success for your search engine marketing project?

- What % of the company is dedicated to search engine marketing?

Why outsource search engine optimisation to a specialist company?

The Internet is a serious sales channel today. Top rankings in Google and implementing a successful search engine marketing strategy can have a 6 or 7 figure positive impact on the profitability of your company. Asking your IT person or web design company to be responsible for your search engine marketing is a like asking your Office Manager to be responsible for business development and hitting sales targets.

Outsourcing your search engine optimization to a specialist company enables your business to cost effectively leverage the large investment that SEO company has made in developing its services. You can also access the intellectual property the SEO company has acquired from managing campaigns across their client base. These two factors alone make the business case very compelling for outsourcing your search engine optimisation campaign.

Last by not least when choosing a search engine optimisation company you should always negotiate a performance based contract, as this makes sure both parties work hard towards a mutually beneficial result.

Wishing you and your website online success in 2008

Search Engine Optimisation, or SEO, is one of the new buzz phrases that is being tossed around on the internet. You see more and more web administrators seeking employees who have experience with SEO and know how to implement SEO techniques. So what is SEO? Why do we use Search Engine Optimisation Services in the UK?

Search Engine Optimisation is, basically, a way in which people try to improve the quality and volume of visitors to their websites from search engine search results. It is used as a way of promoting websites by pushing them higher in search engine ranks. It works by using a variety of “keywords” that grab the attention of search engine spiders that regularly crawl the internet looking for new content. The more visitors a person has to his site by clicking on a search result, the higher the site will rise in the ranks of the search engine. The goal among most web masters is to make it on to the front page of Google (or Yahoo, etc).

While it is certainly relevant to learn all you can about Search Engine Optimisation, if you are just starting to build your website, it is in your best interest to employ a Search Engine Optimisation Service. These services can help you add content to your site that is guaranteed to catch the eye of the various search engine spiders crawling your site and they know about the different SEO marketing methods that will work best for the central subject of your website.

Here are some of the reasons to use a Search Engine Optimisation Service in the UK:

Search Engine Optimisation services can usually point you to a proven track record of success. These businesses are not operating on a system of trial and error like you will be when you are first learning. They know what gets the spiders to notice a site and they will make sure that yours gets noticed.

They are time savers. You are trying to market your new site and trying to get the word out about your site. All the while you are trying to come up with content for your site that is original and fresh. By employing one of the search engine optimisation services you are free to run the website without worrying how the search engines will notice it.

Sometimes the search engine optimisation service is also skilled at internet marketing as well and can help you promote and drive traffic to your website from other venues as well as from the search engines.

If you are looking for something on the internet, the best way to find it is to use a search engine to help you find it. If you have a website or are offering a service via the web, you want to make sure that your site is as high as possible in the search engine rankings to ensure a high traffic flow to your site. Using a Search Engine Optimisation Service in the UK is the best way to make sure this happens, especially if you do not have any experience in SEO.

Search engine optimisation is currently becoming a very lucrative industry for those who have the skills to carry out optimisation effectively. Put simply, the process involves maximising the traffic that goes to a website from search engine channels. This maximising of traffic increases a websites ranking in the eyes of the search engine and hence makes you a more popular choice by users who are more likely to choose sites at the top of the list of results.

The factors you must consider when undertaking search engine optimisation are; the keywords that you use, for instance these are the words that are most likely to be entered into a search engine when looking for your type of product. The title of your page is important as this is the first thing the search engine reads of your site, hence relevance is extremely important.

The description of your site is the second piece of information a search engine reads and once again has to be relevant. The text on your site is also important in terms of relevance and worth for a search engine to rank it highly. Links to your site from other sites will also help increase the popularity of your site.

When in the process of search engine optimisation selecting your keywords carefully is imperative. Obviously you must find keywords that people are likely to type into search engines. These keywords must be placed within the page to achieve high rankings; it is worth remembering however that phrases rather than single words make for better search engine optimisation. This is because more people tend to search using phrases rather than single words. These keywords should be included on all of the pages and it may even be worth including misspellings if these words are hard to spell.

It is also worth including these keywords and phrases in the title tag, the majority of search engines place high regard on the titles as these are the first piece of information they read when calculating rankings. The most important keywords should be included on the tags on your homepage while internal pages should have the less popular search terms in place. The title for each page should also be unique as most search engine spiders will place importance on the unique information on each site.

The description once again should include keywords in an easily readable sentence. As human users rather than spiders will read this information making it legible is important to increase traffic. The same can be said for content, while spiders will pick up on content, it is the human user who will find the content most useful. This content should be truly unique and well written as duplication is a big mistake when undertaking optimisation. A minimum of two hundred words per page is a helpful guideline to follow as the amount of content on a site is also important.

Linking from other sites is of vital importance and will increase your search engine rankings. This form of optimisation will help in two ways, while it increases your rankings and relative popularity as a site, it should also increase traffic through these links. A blog can also help increase the popularity of your site.

Some methods of optimisation and website design will however harm your rankings. These include placing complicated Flash displays and dynamic URLs that make your site harder to read for search engine spiders. Also by including keywords in your tags that have no relation to the information present will also harm your rankings by disregarding relevance principles.

Search engine optimisation is a complicated process and this article has just scratched the surface of the methods used in the industry. By pursuing these strategies you are optimising in an ethical or ‘white hat’ way, at all costs you should avoid following strategies of ‘black hat’ SEO. ‘Black hat’ methods will ultimately harm your rankings as search engines pick up on the unscrupulous methods employed. It is always worth employing an SEO company that will pursue ethical forms of optimisation for true rankings and increased traffic over an extended period of time.

Hosted by Aisling Blake, Commercial Director at Radical, an Online Marketing Agency located in Dublin, Ireland. Aisling goes through the definition and importance of SEO, or Search Engine Optimisation, when building websites and gives her thoughts on the future of SEO moving forward. Aisling see search engine optimisation being a crucial part to a business’s online marketing strategy.

In the world of search engine optimisation there are generally two schools of thought on the methods and techniques that should be utilised to raise a website in search engine rankings. Of these two schools there is ‘black hat’ optimisation that can be described as unethical and pursues a course of action that works towards hoodwinking the search engine mechanisms into raising a sites’ profile. By using black hat optimisation methods however you will in fact harm your rankings in the long run, more advisable is the ethical route.

The history of black hat optimisation started around a decade ago when the search engine mechanisms, or algorithms were not yet developed entirely. Like most things in life if there is a way to cheat the system many will try. In these early stages the search engine algorithms were manipulated. This was especially true in the ‘adult’ industries where black hat optimisation was employed extensively to raise specific sites’ rankings. But how has black hat developed? What methods of optimisation are still considered unethical in the eyes of a search engine?

First and foremost a commonly used method has been keyword stuffing. Put literally this is the process of filling a webpage with lists of keywords that attempt to make a website more relevant in the eyes of search engines. Google especially has worked to remove the effects of this method by searching for true text rather than lists of bad prose that simply contain the right words. If a search engine does find you guilty of using such methods, penalties will undoubtedly follow.

Another method of black hat methods is the process of cloaking that utilises a hidden webpage that is only visible to search engine spiders. In combination to this hidden page that is only visible to the spiders there is an accompanying webpage that is viewed by human users. Once again this form of optimisation is seriously frowned upon in the SEO world.

In combination with keyword stuffing is the process of using invisible text, or mosaic cloaking. This is the process of making text boxes full of keywords, usually using a font colour that matches the background and hence invisible to the human user while remaining visible to spiders.

Another way of optimising a website unethically is to create a doorway page. Put simply this is a page that has undergone a process of optimisation and subsequently has great search engine rankings. The problem however is that this page has no real content and is purely used to link to another less highly ranked page. In conjunction with these doorway pages are spam pages that perform much the same purpose but instead are full of adverts that make money from each click; fundamentally these are detrimental to the quality of the internet.

Interlinking is another method of black hat optimisation that creates many websites and simultaneously links them all together to improve the back links to a site. This can be fruitful for improved rankings but once again will eventually harm rankings once search engine regulators pick up on it.

Finally there are two techniques that have been developed to combat the ever more advanced search engine algorithms. One of these is selling page rank, a process that simply involves selling links from a highly rankled page to a lower one. The other is buying expired domain names of sites that originally had good rankings and keeping the high number of links related to the site.

These methods are seriously unethical in the optimisation industry although unfortunately still employed by some unscrupulous operators. The crux of the issue is that they actively work to reduce the relevance of search engine results and subsequently are frowned upon.

There are operators out there who follow ethical methods and instead of trying to manipulate the algorithms use them to their advantage; this has been broadly labelled as search engine compliance. By studying the SEO methods that are being utilised on your behalf it is possible to identify the black hatters and instead use a white hat or ethical SEO specialist.

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