search engine optimisation

SEO - Search Engine Optimisation

Welcome to the SEO area of our website. This page offers an overview of SEO, but more detailed information can be found via the menu on the right hand side. If you have any specific questions which are not answered in this section, please contact us.

What is SEO?

A website is a key tool for many businesses and is often the first port of call for many potential customers. One of the most important aspects of having a website is to ensure it is seen, and more importantly, seen by potential customers. After all, if your website can't be found by anyone there is little point in even having it.

Search Engine Optimisation, or SEO, is the process of increasing the volume, or improving the quality of traffic to a website. In many cases an SEO project will take care of both of these aspects to ensure a site benefits from both a greater volume of traffic, but of an overall higher quality which increases the chances of making a sale.

This process is done by improving a website's ranking performance in a Search Engine when a user conducts a search and centres around 'Organic Results'. Organic results are those which appear to the left in a normal search, unlike their 'Paid For' counterparts which appear on the right, and sometimes at the very top. The image below shows a typical results page displaying both Organic results to the left, and Paid For listings to the right. Please view Anatomy of a SERP for more details about the Search Engine Results Page.

SEO (Search Engine Optimisation)

Why Is SEO Important?

SEO is important to any business by improving your online exposure to your market. Having your website appear on Page 13 of the Google results will not bring you any traffic. However, if you are towards the top of Page 1, you are almost guaranteed a stream of regular visitors to your site. In the only data of its type ever to be released, click through rates for search results in Google were leaked and soon spread across the internet. This data determined that position number one accounted for over 40% of all click throughs. In fact, Page 1 alone accounts for 89% of all click throughs. Although this data is some years olf now, it still emphasises the importance of ensuring your website ranks as high in the Search Engines as possible.

An SEO campaign will work towards ensuring your site ranks well, and will work continuously to ensure that once results are achieved they are also maintained. It's important to note that SEO is a continuous process and not something which can be performed once and forgotten about.

What are Keywords?

'Keywords' is the generic term used to describe a word or phrase which is deemed a target search term for a website. For example, 'golf clubs' could be a keyphrase for an e-commerce site selling golf equipment. Keywords form the basis of any SERP (search engine results page). A search engine works by using an algorithm to determine from its archives what it thinks are the most appropriate pages from the internet to show a user when they search using a keyword or phrase. The algorithms used are incredibly complex and take many factors into account in an attempt to provide total quality to the searcher.

Ensuring your website is optimised for the right keywords is a huge factor in any SEO campaign. This is one of biggest aspects when considering quality of traffic. The aim of selecting the correct keywords is to try and guarantee any traffic it brings to the site is suitable to the nature of the website and therefore improving the chances of the user going on to complete the website's goal, which may well be a sale. Returning to our previous example of an e-commerce site selling golf equipment, it would be pointless to attempt to optimise the site for the term 'motor cars' as, even if ranked for this phrase, anyone who clicked through would quickly realise the site offered them no value and would soon leave, which in turn increase the website's bounce rate.

A good SEO campaign will target the keywords which are most appropriate to the site, and not simply chases terms which are deemed to have large volumes of traffic.