| What is SEO ? |
What is SEO ?SEO or search engine optimisation is the process of improving a website's results. In the past it meant concentrating on improving a site's attraction to search engines, but search optimisation now infers a holistic process that improves all aspects of a website.A non-profit site might need more traffic and better visibility; an ecommerce site will need better sales; and the average business site needs more email and phone orders. Ideally, all such improvements will be persistent - that is to say, traffic and conversion levels do not revert after the project is complete and work ceases. There are many ways to approach better results, ranging from quick-fix methods to a full online business improvement process. The website owner needs to decide on the goals, and then engage consultants accordingly. Overall viewFor a standard business website, the process can be broken down into simple goals and methodology. Sites of this type are usually referred to as 'Brochure' websites, as they are essentially an online version of a printed brochure. If the site is based on a CMS, then of course it will have more functionality than a printed brochure has - but that is the general format. The desired result of both a brochure and a website of this type is that new customers get in contact and sign up in one way or another.So the first step is to establish goals. We might choose 33% more customer sign-ups as a realistic goal. To achieve this, we need a strategy. This is usually broken down into two parts: increasing traffic, and improving the sign-up rate, called conversions. To create more traffic, we will improve the site's visibility and attractiveness to various sources of visitors. To improve the conversion rate - the percentage of website visitors who become customers - we need to improve all aspects of the website operation. On-site and off-siteTo effect these improvements, there are a multitude of on-site and off-site tasks.On-site, we look at hosting quality, and then improvements in server set-up, web applications, website code, website content, usability and accessibility, on-site marketing, and other factors such as credibility and brand strength. Off-site, we will look at improving search engine visibility, link equity, social site visibility, and marketing. SEO issuesThere are as many methods, and as many issues surrounding them, as there are contractors. SEO is not a hard science, it is a technical and marketing procedure combined with aptitude and skill. It requires experience of both the technology involved and marketing. Precise goals and budgets can be set, and then targets worked toward on the road to those goals.There are some choices that need to be made by the site owner. These relate to budget, timescales, and future business plans. SEO consultants need to be selected who will fit the business profile and future goals. For example, if the website utilises CMS and database-driven technology, and extensive site improvements are needed in order to compete effectively, then specialists in dynamic website technology should be engaged; it would not be a wise decision to employ search marketers. This term refers to SEO agencies who specialise in the online marketing aspects (and who are the majority). But if the website has been extensively rebuilt, and is known to be operating at 100% of its potential, and traffic is good - then marketing specialists may be the best choice, in order to improve conversions. Our approach to SEOWe act as online business consultants whenever possible, the correct term for this being icommerce consultancy. We specialise in the technical side of website performance improvements, using an entirely ethical approach both to methods and business practice. Our overriding theme is quality, and this governs all work and all targets.Therefore our vision of SEO is as follows:
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