About Search engine optimisation

Introduction to SEO

Many companies invest thousands of pounds into developing their websites, but often find that their
website, once live and running is no where to be seen in the search engine listings. Failing to take your
websites coverage into consideration when making development decisions are made could mean the
difference between success and failure. As a direct consequence, companies quite often have to reinvest in
a website redesign and optimisation and or simply accept that they will never make their website an
effective business tool.

By investing into search engine optimisation you can unleash the real power and potential of your website
and realising a significant advantage over your competitors. Websites in priority positions on the search
engine results page have done so entirely through the good website optimisation features.

What exactly is search engine optimisation?

Search Engine Optimisation or Search Engine Placement is the process of selecting targeted keyword
phrases related to your business and tailoring your website to rank highly when potential clients are
searching for products and services related to these keywords. The Search Engine Optimisation process
ensures that your web pages are indexable and readable for the search engines and place the appropriate
emphasis on the key topics contained within the individual pages of your website.

Know your online customer

Your online customer is out to solve a “problem” they have and the search engines provide a means to
getting that solved quickly. They want to see exactly what they are looking for from the websites they click
on and those websites only have literally a couple of seconds to attract and entice the visitor further.

There are quite clearly 4 separate, distinct choices the browser has already made before them even visiting
a website:

1) They have chosen to use the Internet as the medium to find a product or service, research a specific
topic or issue or to solve the problem they have.
2) They have chosen one of the six major search engines to conduct their search.
3) They have chosen a keyword or phrase to launch that search narrowing it down as they go along.
4) They move through the top 10 or 15 listings usually from the top down evaluating which website best matches their needs. They then make a decision as to which they will purchase from or respond to.

In saying this it is critical that you align your website and business online to fit the above to make sure
that your chances of converting that customer into a sale or response are fully realised and exploited.

Search engine relationships chart

Secondly, it’s important to know and understand the complex and dynamic relationship the different search
engines and directories have. This is a chart showing these relationships and giving some insight on how
they share and supply there results.
Search engine relationships chart

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Tel: +44 (0) 207 031 1182