The Basics of SEO
Search Engine Optimisation (SEO) comprises of various methods that have intense focus on the up to date processes that search engines use to crawl sites looking at keyword distribution, volume and frequency to rank websites accordingly.
How SEO has grown
SEO has grown with the development of the Internet. The different ways to browse and create a website has meant Search Engines have had to create intricate ways to crawl the Internet to ensure web pages comply with high standards set by Search Engines for those sites aiming to achieve an ‘organic’ listing.
Websites can pay to be at the top position within ‘sponsored’ links, which is known as ‘Pay per Click’ due to paying an SEO Firm per time their link is viewed by a browser. Organic is the most popular SEO campaign due to its stability. However, this takes time and can be costly if methods are to be successful.
The appeal of SEO for many website owners is the vast exposure that being on the first page for a search guarantees. The consumer market is moving from directories to more digital mediums including internet on mobile phones and social media.
The idea of SEO is to combine various Internet Marketing strategies to expose brands and influence others to choose business X over business Y by being one-step ahead and researching the latest development within SEO algorithms.
Depending on the competitiveness of a ‘key phrase’, the words which a website aims to appear for at the top positions can influence the time it takes a campaign to be successful. Within the UK, many SEO companies offer regional and national campaigns that can narrow a search to a specific area, ideal for small or medium businesses.
Methods and Strategies
The methods and strategies that are undertaken by Search Engine Optimisers (also known as SEO) or SEO Consultants are recognised by certain search engines to reward honest and natural link building appropriately. There are various known ways to legitimately link-build using what are known as ‘White hat’ techniques. These are consistent and ongoing link building methods that take time and are completed both internally and externally for a website.
Of course, the Western connotations to this phrase is in reference to the ‘good’ and ‘bad’ cowboy, which is why practices such as spamdexing and keyword stuffing are known in the trade as ‘black hat’ techniques.
Any websites that do not comply with Search Engine techniques will be removed, hindering the performance, or removing them altogether. Search Engines only list those sites that deserve to be in the positions given, and with more competition, the struggle is continuous.
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