Search Engine Optimisation (SEO)
Websites are generally found via a search engine as a result of a search for a keyword or phrase, with websites that rank more highly in Search Engine Results Pages (SERPs), for a particular search, receiving the most traffic. This means that Search Engine Optimisation (SEO) is critical in encouraging a website to rank highly in search engine results.
Search Engine Optimisation (SEO) is often used in the same context as Pay Per Click Marketing , it shouldn't be because Search Engine Optimisation (SEO) refers to a website's natural rank in search engine results, whereas PPC is where a website's position is guaranteed by bidding on search terms.
The main search engines are Google, Yahoo and MSN, carrying the vast majority of search traffic.
Search Engine Optimisation at a glance
Search Engine Optimisation (SEO) is the practice of optimising a website to encourage the site’s rank in natural search results. All of the popular search engines use different factors to determine where a site ranks in relation to other websites for a given search. A good natural search rank, as a result of SEO, is a great way to generate good quality web traffic at no cost.
kwiboo’s SEO specialists breakdown the SEO process into two factors:
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On Page Optimisation
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Off Page Optimisation
On Page Optimisation
On Page Optimisation is the process of ensuring that a page’s content is accurate and succinct enough for both users and search engines to understand. All aspects of a web page need to be linked from the page URL, title and metadata into the page’s content, with the appropriate use of keywords, keyword placement and keyword density to ensure the content explains itself.
The structure of a web page is a key consideration, using the appropriate HTML mark-up, and compliant HTML and CSS to support this.
The navigation structure of a website is also a significant factor, ensuring that all aspects of the site are easy to reach from any given section, with supporting sections linked in context to reinforce relevance.
On page optimisation is only half of the SEO process, and kwiboo Content and kwiboo Commerce have been designed and built to make the creation and ongoing optimisation of a website as simple as possible.
Every page on a website should be thought of as a landing page, so every page should be built as if it were the first page a user has seen on the site.
Off Page Optimisation
Off Page Optimisation is just as important has On Page optimisation, and Off Page optimisation is concerned with inbound links to a website. Inbound links are effectively citations to the website they link to.
The key considerations with regards to inbound links are the following:
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Inbound Link Quantity
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Inbound Link Quality
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Inbound Link Text
Content is King
There is no substitute for great content, and it’s an investment that pays dividends. As a website owner, you know your topic therefore there should be no excuses for not creating excellent content. When you author a specific page, try to put yourself in the position of a user that has little or no experience of the topic, and then try to help them with an easy to read page structure, using headings to denote the relevant sections.
Search Engine Optimisation (SEO) from kwiboo
kwiboo understands the technical considerations for building websites, and as a software company we have invested in our own products to make the creation and ongoing maintenance as easy as possible.
kwiboo understands that managing your own SEO strategy isn’t for everyone, and we’ll be happy to help.
Call kwiboo on 01449 677 337 for more information about kwiboo’s SEO service.
Read more on Google's view of SEO