SEO- Search Engine Optimisation
Search Engine Optimisation (note: you will often see the Americanised spelling of Optimization used when referring to this, I prefer to use the English spelling though) or the term SEO quite simply covers a series of techniques used to increase your rankings in Search Engine results pages (known as SERPS). The idea being that the more highly you rank for relevant searches then the more visits you will receive to your site. These will then convert into more customers.
So how does it work?
Firstly and most importantly is the keyword research. Choose the wrong words, get the wrong visitors. Keyword research can include using current site content, keyword generator tools or extracting data from any PPC campaigns which have been run. Remember though, its not just a black or white situation, there are degrees of right and wrong, and keywords should be grouped as such. Experience helps.
Then on-site optimisation needs to take place, this in short is changes made to, or built into the website (some quite subtle) which provide the foundation for ongoing off-site optimisation.. On-site optimisation is usually a one-off process to a new or existing website which would normally include -
Creation of custom tags (title tags, meta descriptions) at site and page level would be written for on-site optimisation.
Writing of content, adapting of content, advising on construction of SEO-friendly content. The approach to this would be very much client led, based upon their in-house resource to write content.
Depending on the competitiveness of the keyword(s), on-site optimisation may prove enough to achieve a high ranking for a particular keyword when done well. In reality, some ongoing off-site optimisation is normally required as well.
Off page Optimisation - also commonly referred to as "Link Building". Off-site Optimisation is an ongoing process to increase keyword strength which requires a combination of ongoing link-building using techniques such as –
Directory Submission
Blogs
Article Writing
Social Networking sites
It's very important to check the SEO company or individual you engage with only uses ethical linking methods, do not be persuaded into using any methods which involve link farms etc. Also look at the examples of work they give and think to yourself how competitive is that phrase? I mean, if they are demonstrating that they 'optimised' a site for a fairly obscure keyword then really the optimisation process consisted of little more than putting the keyword(s) on the page.
As a professional search SEO person I only use ethical methods in all projects. Dependant on the volume of articles and links required some of the work may be outsourced, but only to tried and trusted out-source partners whom I've worked with for years. It has to be remembered that some of the work required is laborious and it makes sense to outsource if possible. Any work outsourced would firstly be discussed and agreed with a client, ensuring their full understanding of the element being outsourced and the rationale as to why.
