Search Engine Optimisation

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What is search engine optimisation?

Search engine optimisation (SEO) is the process of ensuring Google can match your website to your targetted keyword phrases. More importantly it's making sure search engines can understand your website so that you can match relevant searches and get found online. Search Engine Optimisation helps to increase your websites search engine visibility. An optimised website is easily understood by search engines and targeted towards the most relevant search terms used to find information like yours. The desired result 'post-optimisation' is an increase in the quality and number of referrals to your site from search engines.

Search Engine Visibility

When your website is well-built and optimised for search you are more likely to rank for searches that match your business.

How is a website optimised for search engines?

The results of research and careful planning will determine how your site is optimised. Search engine's look at a number of key area's to determine what your site is about. This includes page titles, meta tags (special code that is hidden from view), the written content and the overall structure of your sitewide navigation. This information helps to determine if your site should be included in search results and where it is placed within those results. Optimisation involves adjustment to these aspects of your web pages to ensure they clearly communicate the right information to search engines and are included in search results when they should be.

A critical part of optimisation is finding out which search terms are used by your target audience. (eg. do they look for 'suit hire' or 'suit rental'?) The individual search terms are referred to as 'Keywords' (KW). Your Keywords are analysed and crafted into 'Keyword Phrases' (KWP) and these are applied to your sites visible (on the page) and hidden (code only) page attributes as part of the optimisation process.

Search Engine Results Position (SERP)

Many sites target similar Keyword Phrases. Your 'Search Engine Position' is where your website is placed within these search results.

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