Search-engine optimisation
Increase inbound traffic organically...
Search-engine optimisation is all about improving your ranking for a list of set search-terms in the natural listings of search-engines by refining and tweaking your website's code without altering its visual appeal. Our experience has provided us both with an insight into the way that websites are catalogued, and the skills to re-code pages to improve their rank.
No dirty tricks
We hope you won't be surprised to hear that we frown seriously and sternly upon any dodgy tactics which might incur ranking penalties. We work with the structure of the website and visible content to ensure honest enhancements which are good for both search-engines and real people.
How we work
There is no magic check-list which we can work through to turn any page into a number one ranking for a host of search-terms, but there are two distinct sides to the search-engine optimisation process, both of which are important:
- On-site code modification
- Off-site link development
On-site code modification
By viewing you website from a customer's perspective, we formulate a list of search-phrases agreed with you for which we a realistic chance of a decent return on investment.
We then modify the content and code of your web page to thread these search-phrases through strategic parts of your website. The search-engine crawlers will then detect an increased relevance of your website for those selected search terms.
Off-site link development
Many search engines stop here, but Google then applies an exponential PageRank score from zero to ten (if you have the Google toolbar you can view this for yourself) to rank all the websites which it has found to be relevant to the entered search-phrase.
This score is calculated through a complicated mechanism interpreting all incoming and outgoing links in its database, and it is used to determine how much of an authority your website is. This is your PageRank.
Your PageRank can be improved by developing your incoming links from your partners' and clients' pages, and also by a directory submission.
Search-engine optimisation is always an ongoing process which requires initial investment to produce future benefits. You may prefer the more responsive method of pay-per-click which can be up and running in minutes and generating enquiries almost immediately.