Search engine optimisation has a crucial part in business

http://www.marketinggrin.com

http://www.marketinggrin.com 2

SEO

SEO, usually referred to as SEO is the practice of getting sites to the top of the search engines like Google and Yahoo for certain search phrases. As more and more individuals are using the internet to buy goods, the benefit of Search engine optimisation is increasing each and every day. As a result the number of people that optimise their website is increasing and thus the cost of Search engine optimisation is growing as well.

When optimising a web site, you will need to ensure that it fulfils the ranking factors better than the other web sites. Naturally you don't know what the ranking factors are since the search engines do not want you to control the search results however by running tests; you'll be able to easily find out what works and what does not. You have to keep on your toes though as the algorithms alter frequently.

http://www.marketinggrin.com 3

Keywords

At a really basic level, if you are to rank for a specific search term, you need to include that search term in your site. This is to make sure that your web site is relevant to that particular search phrase. If you don't do this, gaining great rankings will be very difficult. Certain parts of a web site carry a lot more weighting than others. For example the page title, headings and special text. It's therefore important to put your keywords and phrases in them if possible. An important thing to remember is to ensure that the page is still readable! Don’t go cramming search phrases in everywhere.

http://www.marketinggrin.com 4

Off page SEO

On-site SEO is essential however it is easily manipulated and therefore search engines like Bing have to look for other factors. This is where off-page SEO comes in. Off-page search engine optimisation is the building of inbound links to a web site. It is commonly referred to as link building. Back links act as votes, the more votes; the likelihood is the better the web site ranks. Back links from related, authority websites count more than low quality, irrelevant websites.

You will find quite a few different types of backlink building strategies like directory submissions, social bookmarks and article submissions to mention one or two.

http://www.marketinggrin.com 5

Search engines

The best search engine is the one that produces the best search results. To achieve this, they have got to rank web sites according to relevance and not on which site is optimised the best. As a result, there is a constant battle between internet marketers and the search engines with the search engines frequently changing their algorithm and penalising certain sites that break the rules. To make sure that you remain under the radar so to speak, you'll need to make sure that your website appears natural.

http://www.marketinggrin.com 6

Anchor text

When it comes to rankings, it's best to have exact match anchors as they carry by far the most weighting. Exact match anchor-text are where the text within the link is your keyword. Exact match anchor text having said that tend not to look overly natural and therefore you'll need to also build partial match anchors and branded anchor texts at the same time. Partial match anchor texts are where you include the search phrase within your anchor-text but also include other words also. Partial match anchors have a tendency to be substantially longer. A branded anchor-text is an anchor-text that includes your company’s name.

When creating inbound links you have to ensure that they look natural and not just built for the purpose of SEO.

http://www.marketinggrin.com 7

If you are looking for an SEO campaign call

Marketing Grin0207 953 4015

http://www.marketinggrin.com