Search Engine Optimisation

This is our main activity that brings the results. We optimise the website so search engines can index the pages. It's a technical process of making changes to website architecture, content and HTML elements to give the site the best chance to rank well. Once this is done we then focus on growing the relevant content of the site as well marketing the website in the right way to the many thousands of website out there; this is called link building.

On-page optimization. Matching between the copy on the page to the search terms entered (the main factors include keyword and synonym matches and density, keyword formatting, keywords in anchor text and page title tags).

• Our goal is to provide relevant content for users to find through search engines
• We therefore need label or optimise our content in the most appropriate way.
• Headline and link text should reflect the editorial content.
• We must present the content themes in a logical way to build relevancy.
• Human readers should not be able to notice optimisation.
• Useful information presented properly attracts visitors and potential sales.

Link-building. Optimising the website alone will not be successful. In order to get high rankings the website must be known, connected and trusted online. Fundamentally this is persuading, encouraging and creating links into content pages (inbound or backlinks). The search engine assesses each link to a page from another page or another site as a vote for this page. Pages and sites with more inbound links will be ranked higher.

• It is not just number of links which are important to determining the position, but the quality of links is vital.
• Quality is determined by context, relevancy, and popularity of the linking page, as well as the link anchor text and adjacent text.
• Not all links are treated equally. One link from an “authority” website may be more valuable than 100 links from non-contextual websites.