Search Engine Optimisation - Frequently Asked Questions

What is search engine optimisation?
Search engine optimisation (SEO) or web site marketing involves a number of different processes. Firstly, the content relevant to the key phrases you wish to target is placed on the site so that this content can be found by the search engines. Other processes include managing link popularity, ensuring the web site is included in relevant search engine databases and ensuring that the overall structure of the web site is search engine friendly.

Are search engines important?
Yes they are. To bring a flow of visitors and potential customers to your web site, a wide and visible presence within the search engines is vital. A recent survey suggested that over 80% of internet users find what they are looking for through search engines. It is by far the leading method of finding web sites and its use continues to grow.

Are some search engines more important than others?
Yes they are. Google is the most important in terms of delivering traffic to your site, followed by Yahoo and (in the UK particularly) MSN. The top 6-8 search engines give you over 90% of the total search engine traffic.

Why do some sites rank higher than others?
Search engines use very complex algorithms to determine which pages best match a search query. The search engines will look at on-page factors such as meta tags, text optimisation and content. The search also involves looking at off-page factors such as the quality and popularity of links. In general, web sites that have been the subject of some form of search engine positioning rank higher in search engine results listings.

How long do search engines take to include submitted pages?
There is no easy answer to this as each search engine does it differently, and it can vary from six weeks to three months. Some search engines offer a 'fast track' system where you can pay to be indexed by a directory editor faster. Some also offer a Pay for Inclusion (PFI) service where you pay to be indexed quicker and more regularly. Options like this can radically reduce the time taken for your site to appear in their listings.

What are keywords/phrases and why are they important?
Keywords and phrases are the search terms a user enters to find your web site. For example, someone who wants to find a web site that sells inkjet cartridges might enter 'inkjet cartridges' in the search engine. Also, there are a number of other words or phrases that people might use such as 'printer accessories' or 'printer cartridges'. The skill is to collate and include these keywords in your content to improve your search engine position. It is important that keywords are meticulously researched and understood - too vague or general a keyword will result in your web site ranking poorly.

Can I do all this myself?
You certainly can - provided you have the time to collate all the necessary information in the first place and can test your optimisation, and then constantly keep up to date with continually changing search engine criteria. It really is a full time job and our experience has shown that web site owners can rarely be detached enough to see what needs to change. However, when we are contracted to produce an analysis report on your site you have the option to undertake the work yourself.

Do you offer a guarantee to improve my ranking?
No we cannot - it is impossible to offer guarantees on behalf of any search engine. We also strongly suggest you are wary of any company that suggests they can guarantee a higher ranking. However, we are confident that our knowledge, skills and understanding of the leading search engines will improve your ranking, increase the traffic to your web site and ultimately increase the level of business you achieve.