The basics of Search Engine Optimisation (SEO)

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Why do I need to be optimised?
The short answer is so that people can find you. It wouldn’t make good business sense to open a new shop in a busy mall and never put yourself in the directory or tell anybody where you were at. Well the same applies to your website. Having gone to great effort to putting the essence of your business online it is now time to make sure your customers and your prospective customers can see you.


How does it work?
We search for information by typing a word or phrase into a search engine that is relevant to what you are looking for. That search engine then looks to find what it deems relevant to that request. This entails complicated algorithms created by incredibly intelligent engineers that puts certain criteria to the websites it searches. Based on these activities an entire industry has emerged that tries to figure out what ‘you’ or your website should do to have search engines see you. Some Search Engine Optimisation (SEO) experts have figured out ways to cheat the process or to trick it. These activities work sometimes but usually not for long as the search engine companies go to great lengths and cost to understand these tactics and then make changes to how they search to keep the playing field fair to all on the web. If they don’t they run the risk of not being relevant or credible. Simply put if you search for baby clothes on the web and the search engine results are not relevant to what you searched for you are likely not to trust that search engine and will take your search elsewhere.


When I talk about search engines what I am really talking about is Google. They handle over 80% of all searches on the web, which means Google is very relevant to whether your website is deemed relevant to your customers or potential customers search queries. The great news is that Google has outlined exactly the activities that will help your relevance (ranking) in search queries. In the same way that it is in the best interest for Google to make sure people aren’t trying to trick or cheat the process it is also in their best interest to help websites be accurately perceived so that they can direct search queries to the most relevant websites.


To view Google’s optimisation checklist click here…


To learn more about all things optimisation you should follow Google’s Matt Cutts…


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