Search Engine Optimisation

If you're thinking of investing in Search Engine Optimisation (SEO), you should forget the tricks and listen to the advice of Google and other experts. Adding plenty of rich, valuable and relevant content to your site is the most important thing you can do to get your site noticed by search engines.

The best thing about this approach to SEO is that it's also what your customers will most appreciate.
When we tune your site to optimise its search engine ranking, we look at it the way a customer rather than a machine would. This is partly a sign of how sophisticated search engines like Google have become. Their goal is to deliver quality results that match what a human would want to see and their constantly-evolving search algorithms are getting better and better at looking at, and assessing, sites the same way that people do. That means taking a broader view of a site and its place in the wider web and making judgements about how useful, easy to access, and trustworthy its content is.
So what do we look at? Here are some of the things that you need to tune if your site is going to work well.

• Keywords. Yes, they're still important. It's essential to have the right ones and essential to make sure they're in all the right places on your site. But as much as anything, they're an important tool in helping you to think about your site from a visitor's point of view. This is the real starting point for SEO.
• Site structure. Your site needs to be structured in a way that makes it easy for both a visitor and a search engine to find what they're looking for.
• Links. These are both internal (linking to related information within your site) and external links, either outbound or inbound links. The most valuable links to have are high quality inbound links from well-ranked external websites. But you'll need good content to attract them.
• Content. You need the right information and presentation, and you need it structured in the right way to make it easy for visitors to find what they want. Reading on the web is different in some ways from reading offline and information needs to be quickly and easily accessible.
• Measure. Michael Dell's maxim, "If you can't measure it, you can't manage it," is as applicable to your website as it is to the rest of your business. So installing good measurement tools and tracking your site's effectiveness is vital.