Search Engine Optimisation
SEO attracts complex definitions, when search engine optimisation simply means all elements relating to a website working together, to gain the best possible position in search returns. At the same time, they need to work for website visitors.
Not that different to a marketing or communications campaign using any other medium, prominence and effectiveness. Additional considerations are knowledge of website construction, how search engines "think" and the way the web interacts.
A proportion of businesses will need technical input but are often in the best position to implement change. Outsourcing SEO is not the only option for websites, they might be well served by practical advice to support their own development.
SEO is not Magic
All you are trying to do is work alongside another company's business model, a search engine. You have no say in what that model is but understanding this is quite simple. They make money by running ads alongside search results, market share is vital and this is achieved by returning the most relevant and helpful results.
To work with search engines you need useful, unique content which they can easily access and understand. Bear in mind they are also popularity engines, to serve their users and therefore in the way they rank websites. Having your site referenced by other relevant websites via inbound links is useful.
That is the essence of search engine optimisation. Naturally there are many technical nuances, particularly to move from doing okay to performing really well. Few of them are however beyond understanding, or part of a hidden code.
We try not be negative but will briefly. Few subjects see more nonsense written or openly promoted than SEO. There are exceptional people working in the field but an equal number of false promises. Good technical practice and a valuable site are the core of SEO. Not magic wands or secret schemes, just well applied, hard work.
SEO and your Business
The hardest part of SEO is understanding technical requirements to make your site a solid base. This could involve developing new skills within your business but many technical aspects are static once in place and others are often a change in approach, which once understood is not difficult to follow.
For most smaller businesses, search engine optimisation should focus on advice and skill building. Creating awareness of search engine needs is key, developing a website is more an ongoing strategy than an instant process.
If you are interested in SEO, our article on optimising website code adds more technical detail. Alternatively, you are welcome to contact us in confidence if we can help in any way.