Search Engine Optimisation

Search engine optimisation (SEO) is the process of improving the visibility of a website within the organic results of a search engine. SEO works by search engines such as Google using a software program called a bot to crawl the web. The bot follows links within and between websites, reads the content of pages and stores the information. The information stored by the bot is called the index, and the first goal of search engine optimisation is to have a website indexed by search engines.

Once a site is indexed, it ranks within search results. At first most sites are going to rank low among these results, so the second goal of SEO is to improve this ranking. Rank is determined by importance and relevance, and the many influential factors change regularly. Search engine optimisation must therefore form an ongoing part of your digital marketing efforts. Generally speaking, factors are related to either the technical setup of your site, or the content of your pages.

It’s important to keep in mind that there is no magic formula for ensuring first-page ranking of your website. We’ve all received emails from companies claiming that they can put you at the top of search results in days. Simply put, they can’t, and there’s a good chance that they’re using questionable hacks to gain short-term results that can backfire in the long run. Search engines aim to return the most genuinely relevant results for your search, and they are excellent at determining attempts to cheat! Quality search engine optimisation takes time, but with work can yield tremendous returns for your business. Contact us today to learn more.