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Search Engine Optimisation (SEO)
SEO is the process by which we prepare a webpage and or a website so that it has the best possible chance of getting to the top of the Search Engines such as Google, Yahoo! and Bing.
Now the first thing to consider is what are your target audience likely to be typing into a search engine in order to find your Companies website and enquire about your product/services.
These key words can be identified with the use of various industry tools and will form the foundation of any serious Search Engine strategy. Click to read more about key word research.
As you can imagine this is an ongoing process as not only are there constantly new websites competing for the high positions but Search Engines also regularly update their algorithms by placing emphasis on different parts of a website. They do this so that they are able to re-shuffle and refresh the results that you see after performing a search so that you don't get bored of seeing the same sites and so that they can evaluate your engagement with the other sites.
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Page load times/page file size
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Keyword density (in spiderable text)
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Keyword prominence
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Keyword frequency
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Related keywords mentioned
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Contents of title tag
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Contents of meta tag
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Contents of image tag
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Contents of link text
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Contents of heading tag
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Content of entire website
Once these elements have been addressed, Search Engines (Google especially) will measure certain interaction/engagement metrics. The closer you get to the Search Engines "ideal" the more chance you have of staying in a strong position at the top.
These metrics include; bounce rate, duration of time on site, average page views, amount of returning visitors etc.
