Why do SEO?

1. Why is Search Engine Optimisation Essential?

Search Engine Optimisation is critical to improving your website’s search engine ranking. Without Search Engine Optimisation, your website is likely to remain in obscurity. A well optimised website has every chance of ranking in popular search engines, making it visible to your potential clients.

 

 

2. How is Search Engine Optimisation Performed?

A Search Engine Optimisation Marketer makes a website appealing to two parties – people and search engines. A website that people enjoy will appear more popular to search engines and in turn may be ranked higher. Pleasing a human and a robot in equal parts is no easy task and it is up to the Search Engine Marketer to strike an effective balance.

 

 

3. Why do I need Search Engine Optimisation?

In a perfect world search engines would analyse every piece of information they encounter. In reality, search engines can only identify information that fits within their algorithms. The process of Search Engine Optimisation ensures every element on your website is visible to search engines, giving it every opportunity to be indexed highly and seen by a wide audience.

 

 

4. The Shortcomings of Search Engines

Despite advances in technology, search engines have a number of shortcomings which limit how effectively they rank information. Some of these problems are detailed in the list below.

  • Forms
    Search engines cannot complete forms. This means that content hidden in a form will not be identified by search engines.
  • Links
    If links on a website are not ordered correctly, search engines may deem the information irrelevant.
  • Images
    Search engines cannot identify content in image, video or audio files.
  • Text
    Search engines cannot read text unless it is in HTML format.
  • Search Terms
    Search engines do not favour words that are not in common use. As an example, a law firm should use the term ‘lawyer’ instead of ‘litigator’. Spelling Nuances – Using spelling that is not common to your region will confuse search engines. For example, in Australia, we write specialise’ instead of ‘specialize’. Language – Use the native language of your target audience. A website written in Swedish will not rank highly in Australian search engines.

 

 

5. The Importance of Keywords

A significant portion of search engine analysis deals with keywords. Words are the foundation of how we communicate so it makes sense that search engines would focus on their use. In fact, the billions of online documents found by search engine robots are organised according to keyword categories.