Search engine optimisation (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid search results, which are often referred to as “natural” or “organic” results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, the computer programmed algorithms which dictate search engine behaviour, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. Optimising a website may involve editing its content, adding content, using HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back-links, or inbound links, is another SEO tactic. By mid-2015, mobile searching (Including tablets), had surpassed desktop search. Google is now promoting mobile search as a key feature within future products. In response, many brands are beginning to take a different approach to their SEO and Internet marketing strategies.

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