The SEO industry has taken off in recent years, developing into one of the fastest moving, most exciting and most lucrative industries around. The main reason for this sudden growth is the dominance of the search market by Google, and with it the realisation by companies that appearing in prominent positions in Google for keywords and phrases relating to their business can generate huge volumes of leads, enquiries and sales.
This increased demand for Search Engine Optimisation has lead to the creation of literally thousands of specialist SEO companies with expertise in improving website rankings. As with any industry some of these SEO agencies are better than others, and prices vary greatly. Sadly, however, there are only a few SEO companies who provide affordable SEO for small and medium sized businesses, due to the fact that SEO campaigns for large orgainsations are much more lucrative.
The idea behind Search Engine Optimisation is to convince Google and the other search engines that your website is the most relevant for the search terms that you are targeting. Google’s entire business model is based on relevance – delivering the best quality and most relevant web pages for any search.Before you can start an SEO campaign you first need to identify the search terms that people are searching for to find products and services like the ones you offer
. There are various keyword research tools available to help you with this but the best, and easiest to use, is Google’s own Adwords Keyword Tool. When you have constructed a list of the best keywords to target you can then begin optimising your website.
There are 2 main areas of Search Engine Optimisation
- On page Optimisation and Off Page Optimisation.
On page optimisation ivolves anything you do to the website itself in order to improve its ranking potential. When Google crawls your web pages there are ceratin elements it places particular weight on when determining what subject the page relates eg. page title, URL, body copy, header tags etc. The more of these elements you write your targeted keyphrases into, the better chance your web page will have of appearing high up in the search results.
Off Page Optimisation usually begins once the on page optimisation has been completed. Off Page Optimisation essentially means Link Building, which involves creating inbound links from other websites to your own. This increases your website’s credibility in Google’s eyes, as Google sees each inbound link as a recommendation for your site. Link building is not as easy as it sounds though because what Google wants to see in order to move your website up the search results is links from well established websites that are relevant to your business area. This is easier said than done.
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