Search engine optimisation encompasses all of the techniques used to get a website to rank at the top of Google for certain search terms. For instance if you wanted to buy a car, you would typically type into a search engine 'cars for sale'. Now the websites which show up at the top are the websites who have used the best SEO (search engine optimisation) techniques. As most people now search for services and products online it is essential that your company utilizes the right techniques. Many companies rely entirely on internet traffic to gain sales, and there is a reason for this – IT WORKS! Recommendations aside, can you think of any other marketing or advertising techniques which are as powerful?
SEO is best explained by breaking it down into two different areas, both 'On Page' Optimisation and 'Off Page' optimisation, as explained below. However before either of these are considered the most crucial part is Keyword Research. Running a successful SEO campaign can be compared to building a house, if you do not lay the proper foundations then the entire construction will be affected.
(SEO has an impact on all search engines; however the terminology 'Google' is typically used because it is by far the most widely used search engine.)
Before a website is 'optimised' you must first find out which keywords are most beneficial to help promote your company. Highly searched keywords are great, but are they too competitive? Also, is this keyword too broad? For example if you sold second hand Mercedes vehicles, would you really want a lot of traffic for a generic search term such as 'cars for sale'? It would mean you have a lot of traffic, but would also mean that the chances of you converting that customer into a sale are very unlikely, which in essence is the most important purpose of your websites. Instead it would be much more beneficial to concentrate your efforts on a more direct keyword, such as 'second hand mercedes'. We have years of experience in Keyword Research , and one of the most important aspects of this is looking at the competition. We use various techniques to decide which keywords are best for each of our campaigns.
This encompasses all of the techniques used on the website itself, and content within that website. In order to follow the best SEO practices you must start from the base upwards, so it is essential to get this right before investing in any other internet marketing techniques. An outline of the on page techniques can be listed below. For a more detailed description of these techniques please click see our On Page Optimisation page.
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