SEO London

Search Engine Optimisation takes into account the factors used by Google, Bing etc. when they position websites in their natural listings. The natural listings form the main body of a Search Engine's pages. Paid listings are separate to natural listings. In a typical Google or Bing search, you can see the paid listings in the right column and in the yellow box at the top. The 'natural' listings are straight from the main index. Algorithms are used to determine the position of a web site in a Search Engine directory.

Plainly our aim is to get our site up with the top ones. We're unlikely to get noticed if we're number 8 on the tenth page! Only those in the Search Engine's 'inner circle' know all the factors used to position sites. It's not in the SE's interest to tell people everything they do.

Because of this, much technical expertise has developed around the subject. We have Search Engines constantly developing new technology on the one hand. Leading to great mystique over their ratings methodology. On the other hand, there's Search Engine Optimisation. SEO empirically measures and tests data to establish the more significant factors that the SE's are using.

The objective is to maximise both 'on-page' and 'off-page' optimisation. There are also 'off-web' factors such as demographic and geographic information - but we have no control over this area. (We've covered 'Off Page' factors in a separate article, as there wasn't enough room here.)

Search Engine Optimisation 'On-Page'

If we can make changes to our site to make it more friendly to Search Engines, this is called 'on-page' optimisation. This is quite straight-forward - it simply requires correctly setting up your site. It involves such factors as - Using internal links, keywords, header tags and meta tags.

That might sound like gobbledy-gook, but don't be alarmed! Actually, though on page work is straightforward it probably accounts for little. Indeed, it could be said to basically not have much influence at all. Many years ago, you used to be able to dupe the SE's with lots of on-page factors. However, those days are long gone.

Having said that, if the website benefits from off page optimisation, then on page work should be looked at. When that's happened, on-page factors can be optimised.

Some Words Of Caution... A phrase that shows vast numbers of results should not be your first SEO target. For instance, if you typed into a Search Engine the term Car insurance, seventy million results would be listed for the UK alone. It's fairly obvious that seventy million competitors is a few too many for someone just getting started.

And Yet - When car insurance is prefixed with 'Southampton', it becomes a less intolerable three hundred thousand. (Which could be useful if I sold car insurance in Southampton!) You might think that still sounds a lot, and yet it's not in SEO terms.

I could expect to get ranked far more easily for the longer phrase. In reality, getting ranked for car insurance would cost a fortune! I'd actually be head to head with the really big boys. So not a great idea - especially, in fact, when there are much better ways to go about it.

We should concentrate on more accurate 'phrases' that give us less competition. They're known as long tail searches, because they'll have several keywords. It depends on your competition, but long-tail searches can be up to 6 or 7 words. Usually, a long-tail phrase is three or four words.

We prefer to begin optimisation strategies with phrases that bring in less than five hundred thousand results. Sometimes we'll consider higher counts if the top results are not benefitting from optimisation. As time goes on, we'll benefit from an automatic improvement on the bigger terms as well. And as our work makes progress, we'll be onto the bigger terms a few months down the road. This strategy is also far more targeted at the start. Frankly, we're only interested in the customers who are looking specifically for what we offer. There's much more chance these people will buy!

Your home page isn't the only place for back-links. Spread them liberally around your website. This technique is referred to as Deep Linking. For example, build links to the pages that group products. That's because pages like this generally have links to several individual pages. So don't limit the back links to one page. Google and the other SE's are looking more and more at how individual pages on your site are listed and treated.

SEO London

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SEO London: SEO Services

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