What is Search Engine
term used to describe
the marketing technique of preparing a website to enhance its chances
of being ranked in the top results of a search engine once a relevant
search is undertaken. A number of factors are important when optimising
a website, including the content and structure of the website's copy
and page layout, the HTML meta-tags and the submission process.
Search engine optimisation or SEO aims to index
improve rankings for the web pages which are most relevant to the
keywords searched for in each of the search engines. The relevant pages
are returned in the search engine results pages (SERPS). It is
important to remember that genuine search engine optimisers are
basically marketers who keep their target market in mind as much as the
search engine algorithms. Therefore, while we call this process search
engine optimisation, good marketers will note that their focus is to
optimise their web pages for the search engine user, who is their
target audience. So starting any form of optimising it is important
that the appropriate copy is written with the 'search engine end user
experience' in mind before any work can proceed.
To further fine tune the pages and keep them user
search engine friendly, the architecture of the website, including its
internal link structure, the navigation, semantic mark up etc, are also
suitably modified for human beings and search spiders to navigate
through whole website pages. Search spiders or alternatively known as
web crawlers can then scan all necessary data about the whole site and
store it in the search engines' data base. A good navigation system has
other benefits also, such as helping to improve the user experience,
this is key to any good performing website.
This process is known as Organic or Algorithmic
Engine Optimisation (SEO) of websites. As you can imagine this takes a
considerable amount of time, as there are so many things to look at on
a page, let alone a whole website, but it is very important as part of your search marketing strategy.
Both the number of inbound links to the site as
the 'quality' of the links heavily influence the rankings of a site in
the search engines. The definition of a 'quality' link is evolving in
response to people's attempt to artificially influence the search
engine results by obtaining large numbers of 'irrelevant' links to
Search engine algorithms change almost daily now
deter any companies implementing any under hand techniques, this
strikes out any websites that try and trick them to attain higher
positions for a limited amount of time.