Search Engine Optimisation — SEO


This process is the abil­i­ty to improve the vis­i­bil­i­ty of a web­site in the search engine’s unpaid results or organ­ic results. Search Engine Opti­mi­sa­tion involves many tech­niques used to achieve this end. It is cat­e­go­rized as on page and off page SEO. On-page SEO con­sists of every­thing that is per­formed on a web­site in order to make that site search engine friend­ly. On the oth­er hand, off page SEO involves build­ing back­links to the site which helps increase its author­i­ty over time and the rank­ings on the search engine results pages or SERPs.


SEO has numer­ous advan­tages to a small, medi­um or large-scale busi­ness. It improves the online pres­ence of a web­site there­by enhanc­ing its rank­ings on the SERPs. Web­sites that rank in the first 5–6 posi­tions on Google and the oth­er search engines receive more than 65% of the total traf­fic received for that par­tic­u­lar key phrase. If your site is not among the first 5–6 results on the SERPs, you will lose a lot in terms of mon­ey and cus­tomers over time. On the oth­er hand, the vast major­i­ty of cus­tomers pre­fer to pur­chase their prod­ucts and ser­vices online in this day and age. The online mar­ket­ing world has come a long way and become one of the most effec­tive yet afford­able mar­ket­ing strate­gies today. That’s why you need to allo­cate a size­able bud­get for search engine opti­miza­tion from your over­all mar­ket­ing bud­get.


Search Engine Opti­mi­sa­tion helps improve the rank­ings of your web­site on the SERPs. Busi­ness­es that rank with­in the first 5–6 results on the SERPs are more trust­wor­thy in the eyes of your cus­tomer com­pared to busi­ness­es that rank down the order. They get more traf­fic and impres­sions, and these impres­sions and traf­fic are high­ly tar­get­ed to the prod­uct or ser­vice that you sell. The SEO process helps increase your con­ver­sion rates and prof­its over time. That’s why you need to allo­cate funds to imple­ment an effec­tive search engine mar­ket­ing strat­e­gy for your busi­ness.


On-page SEO involves every­thing that you do on your web­site in order to improve its search engine friend­li­ness. You should include your main key­word in strate­gic places such as the title tag, descrip­tion, image tag (ALT tag), head­er tags, and in the body of your con­tent to make your site search engine friend­ly. That way the search engine robots can eas­i­ly know what your page is about and rank it appro­pri­ate­ly. But key­word stuff­ing doesn’t work as in the past. You should not stuff your con­tent with your main key­word to take advan­tage of the search engines. If you do that, your site will be penal­ized for key­word stuff­ing. High-qual­i­ty and rel­e­vant con­tent is essen­tial if you want to get the best results from this strat­e­gy. The con­tent should be writ­ten for your read­ers and not the search engine robots. Keep an eye on the key­word den­si­ty when writ­ing your con­tent. Make sure you include LSI key­words through­out the con­tent and lim­it the key­words den­si­ty to 1–2% the max­i­mum. This is the best strat­e­gy to opti­mize your site for the search engines.


Off-page SEO includes qual­i­ty link build­ing and social media mar­ket­ing. Link build­ing is still the pri­ma­ry method to improve the rank­ings of your web­site. But you can’t expect to build thou­sands of spam­my links and rank your site like in the past. Low-qual­i­ty links will not get your site any­where. In fact, it may get your site penal­ized by Google and decrease your online rep­u­ta­tion. Make sure you build high-qual­i­ty, rel­e­vant links to your web­site. This will help improve the author­i­ty of your site and rank it high­er in the SERPs over time.


Social media links are some of the most effec­tive back­links that you need to pur­sue if you want increased rank­ings on the SERPs. Google has includ­ed social media involve­ment as one of their algo­rithm met­rics where rank­ing sites are con­cerned. Invest­ing in a good social media mar­ket­ing cam­paign to improve the rank­ings of your web­site in the search engines, will def­i­nite­ly boost your web­site high­er and even­tu­al­ly to Page 1 and pos­si­bly No. 1.


Take action now and con­tact us for a full review of your web­site!