What is Search Engine Optimisation?

Search engine optimisation (SEO also spelt search engine optimization) is the process of editing and organizing and revising the words and content on the web pages throughout a website to maximise the relevancy of specific keywords and key phrases on the major search. The reason this is carried out is to achieve a higher organic search listing which in turn increases the volume of traffic from search engines due to more visibility and exposure to people searching for you.

SEO is one of the most integral website marketing activities to increase the performance of a website.

SEO also involves a consideration for how search engines rank websites and also what people search for.

Optimising a website involves editing the content and also the HTML code of a website to make the pages highly relevant to what people search for but also so it is easily searchable by search engines themselves. It is very important that the webpages are structucted using efficient and accurate code to ensure search engines can easily move right throughout the website. Badly coded websites present obstacles and barriers that search engines do not like.

SEO is often taken too far to the detriment of website rankings. Some techniques, known as black hat SEO or Spamdexing, use methods such as link farms and keyword stuffing that actually degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from listings.

It is critical that your website is search engine friendly. The term 'Search engine friendly' refers to a website that has been search optimised.

In a growing cyber world that contains an estimated 1 trillion web pages (and exponentially growing every day), Search Engine Optimisation is absolutely critical to ensure the maximum number of visitors – and customers – can find your website in front of your competitors. The web today is increasingly becoming like that of a battle field. Your competitors are tactically planning to stay ahead of you – A constant struggle to be noticed ahead of your competition that is without doubt a question of survival of the fittest. A structured, continual and well thought-out SEO campaign will heighten your brand’s visibility and generate a greater ROI than a website relying on being found naturally.

In developing a search engine optimisation and placement plan for a website, we recommend that you consider the following elements:

Each page in the site should have a unique title which is highly relevant to the content on the page.

The text on your website is by far the most important part of your search engine optimisation of your website which is examined by search engines. Search engines tend to miss important information phrased in images, JavaScript and Flash.

We can run tests on the body-text of your website to look for relationships between keywords and non-keywords in the text, the arraignment of keywords and keyword rich text, and the ratio of keywords to non-keywords. These tests may indicate a need to rephrase some of the text.

Ph.Creative would fully examine how pages in your site are linked to one another and, if necessary, prepare a stronger internal linking system through a discrete navigation map applied to the bottom of each page in the site. This mapping system would not reorder links presently coded into the site; however, it would provide the clear paths necessary to ensure a spider could access all-important sections of the site.  

Link Density

While not as powerful as in previous years, the description and keyword meta tags still carry some weight, especially on older search tools. On new-generation search engines such as Google, Yahoo, Ask and MSN, the description is extremely important.  

Site Architecture