Search Engine Optimisation

Search Engine Optimisation (or SEO for short) can be broken down into three main types based on the amount of time you are prepared to invest in achieving higher traffic results.

Basic SEO

All websites should have these attributes as a bare minimum.

• Site wide keywords and description
• Alt tags on all images
• Use of heading tags
• Navigation elements that can be trawled by a spider
• Descriptive page names that are always linked in the same way
• Readable URL’s
• All new sites should be submitted to search engines
• Google Analytics (or similar logging) should be installed

This is the bare minimum required for search engines to be able to index site pages and for an historical record of reader behaviour to begin recording for future analysis.

Intermediate SEO

This is the type of SEO service that most clients require if their website is a convenience service to an existing business process. This will serve to drive interested traffic to your website and build up your online customer base.

• Keyword research
• XML Site Map
• Individual page keywords and descriptions
• Landing pages (based on keyword analysis)
• Rewriting existing content for scan-ability
• External hosting of some content (e.g. video)
• Social networking (dependant on reader behaviour)
• Content syndication
• Link building

These methods are all designed to refine your site’s content and bring it into line with what readers are searching for. This will also ensure that there is a reason for readers to return to your site and begin the process of customer loyalty.

Advanced SEO (Campaigns)

If your business is solely reliant for revenue on your website, then you need to invest large amounts of time and research into driving traffic to your site, giving them what they need, and rewarding them for choosing you.

• Analytics analysis (where do readers go – what do they click on – and why)
• Google Adwords campaigns
• Unique and constantly updated content in response to search trends
• Serving of test content for study of most effective methods
• Use of overlays and cookies to track reader behaviour
• Creation of smaller websites that link to yours from different servers
• Loyalty programs and reader interactivity
• Affiliation and banners

These are all expensive, but proven, methods of driving traffic to your website that has indicated through searching behaviour that they might be interested in your products or services, and then keeping them as customers through a reward system. Most of these techniques are very complex and require time to bear fruit and an ongoing commitment to ensure success.