SEO or Search Engine Optimisation has been a key component of internet marketing since search engines such as Google first starting listing websites.
Rather than a general service which can be provided, it is an ongoing process of improving or increasing the visibility of your website when people are searching for your company and the products or services it is providing.
The following sections will provide you with an overview of what you need to consider when thinking about improving the visibility of your website to visitors who use search engines when looking for the products and services you provide.
Domain Names
In terms of general search, Google and other search engines use your domain name as a primary element when determining the search results which they provide to users. Because of this, your domain name should reflect the company name you are using so that it will easier for users who search for your company in Google to not only find you, but recognise the domain name which is listed within any searches.
HTML Markup
The HTML markup needs to setup and structured so that Google and it's software and crawlers can easily read and index your website. Items within the HTML markup such as Titles, Descriptions and Content Headings need to be included and setup correctly for Google and other search engines and their crawlers to understand the content, information and products which you are providing.
Page Titles, Content & Structure
Your website needs to contain unique and accurate titles, descriptions and content in order for search engines such as Google to provide accurate information to their users. Having a well organised and defined structure using main navigations which don't include images or animations will help towards increasing your visibility within search engines. Including other navigational items such as breadcrumbs will provide search engines with a complete picture of your website and help them in determining the important content you want to provide to users.
URL's & Links
Well structured and easy to read URL's will provide search engines with details on what your specific website page includes and how it is structured within your website. Using words within your URL's with a simple directory structure will be positive towards your search results so it's important to avoid using generic page URL's or URL's which are lengthy and contain parameters or excessive keywords.
One of the most important things you can do when optimising your website is to create unique, relevant and useful content to your potential customers. One of the biggest mistake website owners make when optimising their website is to make changes and improvements which are targeted at the crawlers and software which is used by the search engines, not the users they are trying to attract.
Designing and developing your site with relevant, unique and up to date content which is based around your visitors' needs while making sure your site is easily accessible to search engines will create a solid foundation to generate positive SEO results.