Search engine optimisation (SEO) is what determines the position of your website on search engines like Google and Bing.

Marianne Sweeny, Search Information Architect says “Academic research indicates that 91% of searchers do not go past page 1 of the search results and over 50% do not go past the first 3 results on page 1.”

This means, companies that show up towards the top of search results will get more people clicking on their websites. The more people that click on your website, the more potential customers or clients become aware of you. Which means more are likely to buy from you.

Your goal is to get to page one and ideally to position one. However it will depend what market you are operating in. For example, if you’re a new business in a popular market, it can be difficult to create enough high quality, relevant content using advanced SEO techniques. However, if you’re offering a niche product or service in a defined geographical area, you stand a much higher chance of your website being displayed on page one search results. Only if your website is well optimised, easy to navigate and if it contains content relevant to what people will be searching for.

How does SEO work?

One of the key tools that search providers use to determine your rankings are “spiders”. A spider is software that crawls the world-wide web. Spiders browse every website to decipher what is written on each page, whilst indexing key words and phrases. This data is then used to determine the ranking of your website. This happens each time someone enters a keyword or phrase into a search engine.

What are SEO keywords?

For your search engine optimisation to be successful, you will need to think about the types of keys words and phrases that your target audience will use. When looking for your products and make sure that the content on your page reflects those search terms. For example, if you are selling sports goods you should include words and phrases that people are going to use in their search for specific products. For example, “rugby boots” and “gym wear” rather than product codes or jargon that you would use when referring to a certain product.

Keep your website fresh

How often search engine spiders crawl your site will depend on how frequently the content of your pages change. Images on your website won’t help your SEO, however the title will. So make sure you caption your images using relevant keywords. With this in mind, you may want to create a monthly task to change text, images, or add pages. This is to ensure that your content is kept fresh, relevant and regularly updated.

We recommend you set up a blog on your site and take time each day (or at least each week) to write articles that are relevant to your target market. If you use referenced material, you should make sure it is always credited. You can also use Google alerts to keep up to date with online content that matches the keywords that your target market is using.