Search Engine Otimisation (SEO)

Of the major search engines Google is the massively dominant force – the Mother of Search Engines. According to recent metrics from comScore, 137 billion estimated total searches performed in the U.S. in 2008, 85 billion were done on Google – that’s more than 63% market share. Almost 90 percent of the growth in search volume through 2008 was also captured by Google
That research company Millward Brown recently reported a combination of brand recognition and financial performance gave Google the top spot in a list of global brands is hardly surprising. Google is everywhere, with their ongoing quest to ‘organize the world’s information and make it universally accessible and useful,’ driving the company’s value to $86bn (£43bn), a 30% year-on-year increase

The reason is simple really. Google offers searchers the most relevant search results.

And for a search engine, relevance is about the be all and end all.

All the search engines use complex algorithmic formulas to assess queries and match them (hopefully) with the most useful returns. These secret formulas are their capital, the differential and the means by which they achieve a competitive advantage over each other. Search Engine’s exist to deliver what users want – relevance.

SEO is a Marketing must

If you want a successful return on your Internet investment it’s absolutely vital to be at the top end of the search engine returns – oooops…make that Google returns on your key words and key word phrases.

80% of Internet searchers find what they are looking for within the first three pages or give up. Also web users trust natural listings more tan PPC, nearly 70% would rather click on a natural listing (not the paid listings you see at the top and on the right of the search return page). Research indicates that 50 percent of online shoppers primarily rely on a search engine when trying to find a product to purchase online.

It’s critical to achieve high Google placements and do this your site MUST be optimised both ON and OFF page. Whether you organise your SEO in-house or out source it high web profile is clearly a marketing priority for organisations the world over. Don’t take our word for it – The figures speak for themselves. Spending on sales and brand awareness SEO in the USA alone is predicted to top the $11billion figure by 2011.

When considering SEO it’s important to differentiate between White Hat (ethical) and Black Hat (unethical) SEO. When we say optimised we don’t mean websites stuffed with keywords, hidden text, bought links, cyber hoaxing, doorway pages, web page cloaking, 302 Redirect Hijacking, scraping, spinning, splogging or spamdexing (take a look at our BLACK HAT page for more detailed explanations of these short term and self defeating techniques).

The essence of search engine optimisation (SEO) is not to try to exploit, take advantage or trick search engine rankings, it’s to match the most relevant content to a search audience. Rather than trying to scam the engines or play the system the most rewarding policy is one of applying energy into creating sites of genuine content and worth – sites of real value to users. SEO experts like TOP PAGE employ numerous SEO techniques in order that our clients’ websites achieve appropriate profile.

In addition to saving time, cash and building a reputation over the long term by focusing on your content, structure and web relationships, the inherent value in generating all important trust and authority will act as it’s own self fulfilling SEO, establishing self-reinforcing domain authority – inspiring traffic and fulfilling business objectives.

Professional and successful search optimisation is an ethical, multi-disciplined and ongoing process that demands a balance copywriting, web design, web development, marketing, advertising and analysis.

When applied with skill and insight SEO can yield powerful returns.

The four fundamentals of successful SEO

1. Business Objectives: Map business objectives to the target audience. Research and identify the most useful keywords and phrases – appropriate search terms inspire viable visitors more likely to convert into leads, fulfil calls to action and generate ROI.

2. Search Engine Preparation: Apply lean, clean and light standards compliant HTML code to create easily readable and indexable sites. A high ratio of content to code and a fast-loading, accessible search engine friendly structure yields SEO rewards.

3. Site Content and Structure: Search engines hunt text content (see LSI) and respect structure. They are priority hungry. SEO copywriting integrating articles, reviews, case studies, press-releases can offer rich sources of spider food.

4. Link Popularity: Google, Yahoo and the other major search engines like to see sites that have authoritative inbound. Sites with strong authority pass on their authority. Strong off page SEO is an important component of your overall SEO and can generate significant authority through ‘link juice’ – blogs, press releases, social networking, newsletters and the like can all prove powerful SEO tools.

SEO is an ongoing commitment

The strongest, more rewarding SEO results are a product of a long-term commitment to search engine optimisation and Internet Marketing. Six to twelve month campaigns will give your SEO the opportunity to both target and reveal you online audience, to develop an intimate bonds, to hone the technical as well as content related components of the campaign and to mature successful linking strategies. By regularly measuring and reviewing campaign performance SEO can be adjusted on an on going basis, the core SEO running background to innovative micro campaigns and other web related marketing projects.

For more information on our highly successful optimisation strategies, contact us today on +44 (0)1242 227876

TOP PAGE Ltd
14 Lansdown Crescent Lane
Cheltenham
Gloucestershire
GL50 2LD
UK

www.top-page.co.uk
Office: +44 (0)1242 227876
Mobile: +44 (0)781 2094842
email: info(at)top-page.co.uk

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