Search engine optimisation, commonly referred to as SEO, is often interpreted as being when someone “tricks” search engines, particularly Google, into making their website the number one result for certain searched terms and phrases. This isn’t really fair or accurate. Whilst SEO work is, at heart, undertaken to help a website rank as highly as possible on a search engine, it’s less about getting your site as high as you can for the sake of it and more about making sure you are as visible as possible for people who are searching for exactly what you can offer them.
Search engines serve people using the internet by making it easier to find the information, goods or services they want. The success of a search engine often hinges on its ability to provide search result returns which meet the user’s expectations. SEO techniques increase the chances of this happening.
Once upon a time, if you just put the same phrases or keywords on your website repeatedly, then you would end up with a higher placement on Google’s search returns. Thankfully, however, those days are long gone. The way in which Google measures and ranks pages is now pretty much the way you or I would rate and rank magazines and newspapers – by the presence of well written, fresh, original, interesting and frequently updated content.
Magazines and newspapers are a good way of illustrating the importance of SEO work. If you picked up a magazine about, for example, music, and all that they printed was the word “music” repeatedly, you’d put it down and never read it again. You’d view a website that did this in the same way. Google’s system appreciates this, and so does not allow sites which feature this approach to appear high on their rankings. If you have a dynamic site, containing interesting and engaging content that you update regularly, then you will feature far higher up on search engine results.
Not every company has the budget or size of market to throw millions at advertising campaigns and attract new business. Getting a higher ranking on Google makes you and your company visible to new and potential clients in the market looking for what you do, all for a fraction of the cost of a TV, magazine or radio advertising campaign. Over the years our writing team have transformed the web presence of hundreds of companies by providing original, unique and interesting content for sites with a strong SEO rating. We look forward to being able to do the same for you.