Evisible Integrated Media Ltd

Understanding Search Engine Optimisation

SEO seeks to increase a web site's visibility in search engines and enhance its value to visitors through topical page design, consistent coding, focusing content on core keywords and building links and relationships with other relevant web sites.

The ultimate aim of Search Engine Optimisation (SEO) is increasing targeted traffic to your web site. This is achieved by identifying specific keyword phrases related to your business, and ensuring that the content and structure of your web site works towards improving its rank on popular search engines, when those keyword phrases are used as part of an internet search made by potential partners and customers as they research relevant products, services or activities.

In short successful SEO provides considerable competitive advantage by positioning your business ahead of your competition in an environment that is central to the decision making process of your customers.

Understanding how search engines work

Search engines use software called 'spiders' to search the internet and index information by following the links through web sites, to gather information and create an index of the content on the site,

When a user searches for a particular phrase or word, search engines use complex algorithms to determine the relevancy of the content held in these indexes against the search criteria.

By implementing best practice in link creation throughout a web site, and including a 'site map', search engines can index pages successfully, although there are several other factors that are important to the process, namely: relevancy and popularity.

Relevance and popularity - the fundamentals of SEO

Including relevant content (i.e. key words) within web documents, as well as using correctly structured code and document mark-up increases the relevancy of a web site when measured against the keywords used in a search term.

Search engines give a greater weighting or importance to web sites which have inbound links from popular, credible, trustworthy sources. By establishing links to these sources, search engines will give greater weight to your web site.

Developing a search engine optimisation strategy

As professional SEO analysts, Evisible can help your company build a comprehensive SEO strategy based on best practice, providing recommendations for content updates, good code structure implementation, keyword usage and other marketing strategies, while adopting a 'best practice' approach.

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