Search Engine Optimisation

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.

What is Search Engine Optimization?

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.

SEO vs. PPC

Benefits of SEO over PPC

• A greater return on investment (ROI)
  While SEO might take longer to show results than PPC, the results are usually far more convincing and extremely measurable.
• Guaranteed rankings
  With SEO there’s no cost per click and your site will still show up in the rankings even when the budget for the day has been used up in PPC.
• To keep it organic
  According to studies organic rankings produce more traffic than PPC ads on the same phrases because some users choose not to click on sponsored links. Interestingly, trust is associated with companies that rank well organically because it is seen as something that is difficult to achieve.
• To stay out of bidding wars
  SEO reaches a receptive audience in search of your products or services without you needing to worry about the keyword bidding wars that occur with PPC.