Search Engine Optimisation is a process of improving congruency between page content, page title, page description, headings and pictures, so the search engines see it as more relevant to the search term (keyword) and therefore place it higher in the search results. It also involves improving web page popularity and authority.
Search engines rank web pages, not websites. For your web page to appear in top 10 of the search results, it needs to be optimised for one or two carefully selected search terms (keywords).
Optimising the website for the wrong keywords is like fishing with the wrong bait…you go home empty-handed… As 90% of keywords generate little or no traffic, an in-depth keyword research should be done before designing or writing content for the website.
Targeting the right keywords, although very important, is only the start. In the nutshell, the search engines base the order of web pages presented in SERPs (Search Engine Results Pages) on three main factors:
There are many other less important factors, but for the purpose of this article let us concentrate on these three.
Improving content relevancy is called on-page SEO, improving web page authority and popularity (also known as link building ) is called off-page SEO.
Read more about Search Engine Optimisation Services .
Because people seldom look beyond the first page of the search results, websites constantly compete with each other for the best listings. Search Engine Optimisation is therefore not a once-off effort. It is rather a continuous process of analysing your web page position in the search results, researching keyword traffic and your competition, adding and optimising new website content, creating new links and monitoring the results.
Your website position in the search results constantly changes, depending on a multitude of factors – changing search patterns, growing competition, seo performed by your competitors, periodic changes in the search algorithm by the search engines. Therefore to gain a better position or to retain your existing one, the SEO on your website needs to be done on a regular basis.
This means that you shouldn’t rest on your laurels, even when you make it to the top of the search results. You need to continue building links, adding fresh content to your website, optimising the content and increasing the number of keywords through which your site can be found.
If your website cannot be found in search results for most of your search terms, or if it does not attract any visitors, you may be pretty certain that it needs to be optimised and promoted. However, it is not possible to diagnose without doing proper analysis and looking under the proverbial “hood”.
We can check what is ailing it by performing a WEBSITE REVIEW. For a limited time this service is FREE to Small Businesses based in Ireland.