Search
Engine Promotion / Optimisation
Search engine promotion is the affordable
alternative to cost per click advertising
and is an incredibly attractive solution for those who want
to get their website noticed by as many people as possible
without paying for each hit their site receives. These will
be the people who are searching the internet for a particular
product or service that you offer. There are a wide variety
of techniques which are employed by those who specialise in
search engine promotion and these are all geared towards achieving
a high page ranking for chosen set of keywords on popular
search engines including Google, MSN and Yahoo! Search engine
promotion itself is a vast topic and there are many articles
which have been written about it on the internet. It involves
having a good understanding of how the various search algorithms
work and taking advantage of this to the fullest degree.
Search Engine Optimisation (SEO) is the process of developing
a website to make improvements to it so that you can increase
the quantity and quality of traffic to the website from search
engines. Unlike paid for advertising such as PPC, display
or classified, this traffic is derived from the natural or
organic search results that are created when a user enters
a search phrase into a search engine. As such it means that
traffic is not paid for each time someone clicks onto your
site making it a much better long-term solution to businesses
looking for traffic that is cost effective.
SEO works differently to PPC or other forms of advertising
(such as email marketing), in that
it looks to understand the complex algorithms used my search
engines to determine the rank of a website, or in other words
how far up the list it appears when searched for. The website
design is then optimised to make it appear more relevant
and important to the search engine so increasing it’s
rank. As such it is a more fundamental approach as it is inherent
in the website design itself. As such it becomes a marketing
strategy for a business to help generate long-term traffic
for a website.
Back in the mid 1990’s all a Webmaster had to do was
submit their site to a search engine to be included and it
would get ‘crawled’ by a search engine to be later
indexed and then ranked. However, at that time a Webmaster
could very easily affect this ranking and unfortunately many
sites abused the system, unduly giving them traffic that was
not relevant to the site. In a bid to stop this the search
engines have become increasingly more complex in the algorithms
they use to index websites and as such search engine optimisation
has become an increasingly complex marketing sector.
Much like the PPC market, there are hundreds of SEO companies
using a variety of techniques to improve their clients website
performance. All the strategies we employ are designed to
work with search engines and as such we do not engage in any
“Black Hat” techniques or spamdexing
which can harm the optimisation process or even cause your
site to be removed. |
