I asked the same question when I first encountered the term. Search engine optimisation (SEO) is not a black art or a skill which requires you to have a PhD in computer science. It’s a methodical way of improving a website to achieve better results in organic search engine listings.
Here comes the science bit
Search engines such as Google or Yahoo! use automated software programs known as ‘spiders’ or ‘robots’ to survey the internet, scan websites and build their databases. These ‘bots read information and collect data from each web page. This is then added to the search engine index.
When a user performs a search, the search term is checked against the search engine’s index of all the web pages it has analysed. The most relevant web addresses are then returned to the user as hits, ranked in order with the best results at the top.
An optimiser’s task is to understand how to present these ‘bots’ with information so search engines can determine the value of a website. This process is known as ‘on-page’ programming.
Keywords
The success of a SEO campaign is largely dependent on research, analysis and usage of relevant keywords.
Search terms must be relevant to your products and services. One-word generic keywords – which could relate to a wide spectrum of products or services – should be avoided. Using two-word or three-word phrases brings better, more targeted results.
Using keywords in a relevant way within the page content and structure of your website makes the site more ‘bot’-friendly.
Linking
To complement the on-page work, a linking campaign (known as ‘off-page’) should be implemented. This could include directory and article submissions, reciprocal links and one-way back links. These links are another avenue for the search engines to find your website. They also act as votes of confidence – particularly if an authority links to your site. Search engines look upon relevant and intelligent linking in a favourable way which helps to boost rankings.
Is there value in SEO?
SEO can help a site achieve higher rankings with search engines, which will in turn build and improve brand, product and service awareness, drive traffic to your website, and ultimately, increase sales.
The internet is here to stay. Optimising your website has infinite value and, when implemented and maintained, will help give your business greater web presence.
We’ll be introducing BDB’s specialist SEO service here soon – watch this space.
Lisa
