Optimising a website involves increasing its relevance to specific keywords and removing barriers to the indexing activities of search engines – making website designs, menus, content management systems, images, videos, shopping carts and other elements “search engine friendly”. To do this, a website’s content, as well as its HTML and associated coding, may need to be edited. SEO tactics (for example, promoting a site to increase the number of backlinks, or inbound links) can be incorporated into website development and design – optimising a site for the purpose of search engine exposure from the outset.
Simply put, it is the art of making sure that your website gets the attention it deserves and is the process of improving the visibility of your website/webpage in search engines. The higher and more frequently your page appears on the search engine results pages, the more visitors you’ll receive from the search engine.
SEO is entirely different from paid listings where customers pay a fee for the search engine to list their link for particular keywords. SEO involves optimising your site to ensure it is picked up again and again by a search engine’s web crawlers. Search engine web crawlers rank sites according to their relevance to search terms. This relevance is calculated using criteria such as the extent of keyword matches and the number of sites linked to a website. When done correctly, SEO guarantees that when users search for relevant terms, they will find your website listing time and time again.
Benefits of SEO over PPC