Search Engine Optimization
This is the process of improving the ranking of a website page in the unpaid or “organic” section of a Search Engine Results Page (SERP). A “search engine friendly” website is one that uses legitimate techniques to assist search engines to index the website pages against appropriate keywords.
All search engines strive to present the most appropriate results for a given search argument (the “keywords” used by the visitor) and they do not appreciate people trying to fool them into listing a page higher than the actual page content by itself would merit.
Therefore, although so-called “black hat” techniques such as keyword stuffing, cloaking or link farming may produce results in the short term, in the search engines’ eyes these techniques degrade the user experience, and prove detrimental to a search engines performance by flooding the SERPs with poor quality or irrelevant websites. Use of these practices can lead to an entire website being down-ranked or even banned outright!
Search engines continually develop the criteria (or algorithms) they use to index website pages, partly to improve the relevance of their SERPs but also to identify pages using dubious techniques. Although well-intentioned, a downside to this is that legitimate techniques that have worked in the past but have been abused slowly cease to be as effective as they once were. A prime example of this is keywords. Search engines no longer give much weight to keywords when indexing a page. Instead they focus on the user experience.
To achieve lasting results your website needs to be clean and easy to use, the code needs to be compliant and accessible, and most importantly your content needs to be well thought out, professionally written and if possible regularly updated.
Because search engine algorithms change frequently, it is not possible to optimise your web pages once then sit back and wait for the results to pour in. Search engine optimization is an ongoing process. However, all our websites are built with SEO in mind, working within recommendations from Google, Bing and Yahoo, and optimised to ensure your site gets off to a good start with all the major search engines.
We don’t leave your Search Engine ranking to chance
