Search Engine Optimisation Services
 Search
engine optimisation is the process of "explaining" to the
search engines (Ie. Google, Yahoo and MSN) that your website
is more relevant for the search phrases you pick, than any
other website out there. This is no mean feat given the search
engines never let you know what they are looking for. It is an
art, there is no perfect answer on the best way to do it and
yes, it is a competition.
Many internet professionals will tell you that SEO is free
advertising. When people tell you this, recognise it as a hard
sell. Don't trust them. Once you are well ranked in the search
engines, yes sure, you get free publicity from the search
engines. But the process for getting well ranked can be
difficult, extensive and expensive, depending on the internet
sophistication of your industry.
And once you are ranked well, you may need constant work to
remain there. If all your competitors are doing similar things
to get a higher ranking than you, you'll need to keep doing
that little bit extra to keep ahead of them. Regardless of how
easy or hard it is, the cost of this process should be seen as
an advertising cost. SEO is not free advertising, even though
the clicks are.
The first part of SEO is getting your website right. This is
why the graphic designer influx into internet marketing is so
damaging to our profession. Pretty websites which are not
structured correctly cannot be found by the search engines and
will never bring you business. If you need a website, words
are always the best thing to put in them. It is words that the
search engines find, not pretty pictures. So make sure you ask
your web designer if their
design will be search engine friendly and why. This of course,
is not to say that websites should be ugly. No, they should be
neat, well presented and informative. They should represent
your business well both in presentation and information.
All a well
written informative website needs to do once it is structured
correctly, is become popular over the fullness of time. And by
popular, I'm not talking about the stunningly beautiful but
nasty woman who everyone wants to be seen with, out of envy
fear or desire. I'm talking about the humble, respected kind
of popular, the person everyone loves because they give their
best to everyone else, they are trustworthy and have earned
everyones' ear. This is what the search engines prize the most
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