Search Engine Optimisation (SEO) |
SEO is the process of optimizing a website to be shown at the highest possible position of a set of returned results when a person conducts a search on the internet, via a search engine, in that websites specific industry or category.
This page rank system relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyses the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."
Important, high-quality sites receive a higher PageRank, which Google remembers each time it conducts a search. Of course, important pages mean nothing to you if they don't match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google goes far beyond the number of times a term appears on a page and examines all aspects of the page's content (and the content of the pages linking to it) to determine if it's a good match for your query.
Therefore it is imperative that not only should your website be well coded and clearly designed so that Google can clearly see and interpret the quality of its contents, it should also have users driven to it by 3rd parties, who will in essence 'recommend' the website to Google. See website copywriting
Shortcomings
Most websites currently rate poorly in search engines because of the following reasons: - Search engines cannot identify the number of pages in the website easily
- Search engines cannot easily determine the relation of the pages within the site
- Search engines cannot currently review the content of each page due to the nature of the coding
- There is a lack of extensive technical and other information on each page of the site
- There is too much dynamic & Flash based content on the site
- The site is not linked to from 3rd party websites
PROCESSHere is a sample of some of the processes we undertake to increase your page rank higher thus giving you additional exposure. - Develop a new Search Engine friendly website with the look and feel of your current website (if required) which minimises the use of Flash and other dynamic components.
- Rebuilding and re-coding each page of the site with a fully optimised SEO code.
- Implementing unique page names for each page within the site to ensure search engines can clearly see each page as a unique identity within the website.
- Creating a new navigation menu and sitemap so search engines can clearly see the relationships within the pages of the site, and thus how to navigate and display them when searched.
- Implementing Unique meta code within each page, so search engines can clearly see what a page is about - to ensure that your site is seen as the highest quality (content wise) site on the web in your market segment, thus improving your page rank. This will involve having unique keywords for each page within the site, rather than using blanket keywords site wide.
- Coding the text and content of a page so a search engine can clearly read it and see it is 'relevant' to the page title, meta data and product.
- Providing ongoing technical management of the website via monthly SEO reviews and improvements to initially climb the rankings and then maintain a high position.
- Improving the Code to text ratio of each page. When a search engine views a page within a website, it values text higher than CODE as text is what the user actually sees and reads. The goal is to rebuild and recode the website, to meet SEO specifications, whilst minimising the actual number of lines of code, and simultaneously maximising the information on each page. This is critical to a high ranking.
- XHTML Validation will be used on each page within the website to ensure that the coding meets WC3 Standards.
- Cross linking from 3rd party sites will be done to create the maximum number of votes for your website.
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