SEO Fundamentals

Posted: August 10, 2010 in Digital Marketing, Search Engine Optimisation, SEO
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SEO Fundamentals

SEO was once simply a matter of adding “meta tags”, but this is no longer the case, as these proved too easy to spam.  A little known fact amongst non-SEO people is that search engines now ignore these tags for search engine rankings.

Search engines now look at a large range of elements of a web site to determine its relevance and rank against certain keywords. These include, but are not limited to:

  • Accessibility (Technical Strategy): The site architecture and crawler-friendliness impacts the ability of search engines to access and understand a site.  This includes how the code is written, URL structure, navigation, link structure, dynamic content and the use of Flash and images.
  • Content & Keyword Research (Content Strategy): The actual visible and invisible words on the pages of the web site. Optimised content has a significant impact on improving ranking within organic search results. This needs to be presented in search engine friendly format.
  • Links (Linking Strategy): Search engines consider every link leading to your website to be a “vote” for your site.  The more high quality links leading to you, the more important you must be, especially if those links come from other important sites.  The words that make up the link are also important.

Unfortunately, the SEO industry is littered with cowboys who steer away from the above, and are all about ‘guaranteed 1st page rankings’ or ‘search engine submissions’.  Both of which if you hear, you should RUN!  If you have made the decision to outsource your Search Engine Optimisation (SEO), make sure you do your homework.   One thing you shouldn’t do is shop only on price.  Shop on ROI for your dollar, and shop on the agencies desire to understand your business and it’s marketing strategy, and their ability to tie the SEO back to that.

My next post will be about the homework I spoke about, or to put it another way, the questions you should ask any potential SEO agency, where the responses will give a you a clear idea of which one to choose.

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