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Understanding the fundamentals of search engine optimisation (SEO)

The process of how we get our search engine results starts with the crawler. The crawler is a specialised software program that hops from link to link on the World Wide Web, scarfing up the pages it finds and sending them back to be indexed. Crawlers report back the URL’s they find for a particular search query to create what is called the index, and the more complete the index the greater the chance the search results pages (SERPs) that are returned for a particular query will be relevant.

The key to being found by the crawlers for a particular search query is in optimising your website so that it can be found – search engine optimisation (SEO) – the foundation and key of any web strategy. This involves having the correct key words, word density, domain names, titles and structure of your website, along with relevant links to your site, so the crawlers find your web pages and link them with key words being used in searches.

Search engine optimisation, however is not an exact science as the search engines tend to change the goal posts quite often with complex algorithm changes that can occur whenever the search engines decide to change an element of their strategy. Staying on top of the trends can be a challenge, even for full time optimisers. SEO, therefore as a strategy is a long-term investment because it involves staying abreast of emerging trends and ensuring that the online strategies implemented will stand the test of time, whether done in-house or outsourced to a team of professionals.
 
The advantage of high natural rankings is that there is no cost for the traffic generated to your website; which means you are not paying for browse search activity. Search engine optimisation is considered the most effective means of increasing the amount of traffic to your website from both a short term and long term perspective.