Search engine optimisation, also known as seo, is the task of ensuring that your website and it’s content is optimised to afford it the best possible chance of ranking well in the search engine results pages (SERPS).
Why worry about seo?
Clearly there is no point investing in a website for your business or for any other purpose if nobody actually finds it. Equally important is your site being found by targeted visitors, not just by random traffic/surfers who have absolutely no interest in what you have to offer.
Search engine optimisation therefore is an essential part of your online/internet marketing of you or your business because if your site ranks well in the SERPS for the best keywords and phrases for your business you will be guaranteed a steady pipeline of potential leads and new business.
Seo was seen as the preserve of techies and search engine optimisation experts, and best left to them, and this may have been true a number of years ago.
However some of the finest brains in the world are employed by the likes of Google and Yahoo to constantly improve their search engine algorithm (the scientific method by which the search engine companies rank web pages) and the result of this army of well qualified scientists’ work has been a huge improvement in the quality of their algorithm.
The result is that the search engines have become better and faster at finding, indexing and ranking the content of websites.
For this reason search engine optimisation is a much more straightforward task than it used to be and provided you follow some basic rules seo has been made accessible to ordinary website owners.
Off page seo and on page seo
There are broadly two aspects to search engine optimisation-on page and off page.
On page search engine optimisation
On page seo is what you do on your site to make it easy for the search engine robots to ascertain what your page is about and how it should rank in the search engine results.
On page search engine optimisation should see good use of
- good permalink structure
- title tags
- h1, h2, h3 tags
- alt tags for your images
- internal links
- including of keywords and phrases in your page content
- a relevant description of what your page is about
No rocket science there then..
(Read more about on page search engine optimisation)
Off page seo
Off page seo is what you or other people do away from your site to increase the likelihood of your web page being found and ranked well.
This essentially involves obtaining back links from other websites. Backlinks are seen by the search engines as votes of confidence in your website so the more votes or backlinks the better.
Better quality backlinks should be your goal as the value of huge quantities of backlinks from sources such as forums and article directories has been greatly diminished in the last 12 months by the search engines.
So, good quality backlinks from top sites with page rank (the higher the better) will see your site being boosted significantly in the search engine results pages.
(You might be interested off page search engine optimisation and 9 sources of backlinks.)
And ensuring that your investment of time and scarce cash begins to pay dividends and gives you a real and incrementally increasing return on one of the best investments you can make in your small business.
Filed under Search Engine Optimisaton Ireland