search engine optimisation

The Search Engine Optimisation (SEO) service we provide is part of the design process as the requirements necessary for SEO are part of the foundations of elegant practical site design and accessibility considerations.

basics of how search engines work

Search Engine Websites are basically a collection of index databases where words and word combinations are associated with websites and their associated web pages and content.

There are three main ways in which websites are indexed:

Paid listings.
Voluntary listing – site owners use registration or listing forms to register their site with search engines.
Web crawling - special software robots, (often called spiders) which search the internet for new or updated websites and content.

Both 2 and 3 type of listings are referred as organic listings as their listing rank (the position a page is placed in a search result) is only influenced by content rather than payment or marketing services.

At the heart of search engines are search string algorithms used for the purpose of matching search queries against their index listings. These algorithms are under constant change and adjustment to both improve their efficiency and accuracy to match the assumed expectations of the searcher and/or to facilitate paid listings and other commercial interests.

building blocks of SEO

The actual workings and methods used in these algorithms are trade secrets but there are a number of building blocks on which search engine optimisation can be built into the content and site design to help improve a site's listed ranking.

These principles comprise of five parts:

Page Title;
Keywords;
Meta Data;
Content;
Link Building.

page titles

A html pages' title forms part of the matrix of information search engines use in ranking and presenting search results. The page title should indicate who or what the site is along with an indication as to what the site/section/page content is about.

A page title should not be overly long, needs to be explicit and precise (not cryptic), and utilise key words that are directly indicative of the site's content or purpose.

keywords

The term "keywords" refer to the most likely words used by a searcher in a search query for the information they are looking for. This is at the very heart of how search engines match search strings with relevant content.

There are two ways to consider keywords:

The first is to view keywords as the most likely used words a searcher will utilise looking for particular pieces of information.
The second is to see keywords as words the search engine has come to associate with particular information.

Why look at keywords in two ways?

The reason you need to be mindful of both is due to the growing impact that paid content is having on the use of keywords and their association with information as it is one of the main tools used by sellers of paid listing services to influence rankings. If you think about it logically this shifts the search terms (keywords) away from organic association to manufactured association. Put another way, when you have thousands of "paid listing on sellers" all trying to manipulate results in their favour, it forces more and more site content to reflect particular words specifically in order to boost their ranking outcome. Sometimes this circumstance can be very unhelpful if the unique service or information you provide falls into an industry or category whose keywords do not sit comfortably or accurately with the content you want to display.

Our approach and advice is to consider the selection of keywords for inclusion in the site's content to be based from an internet searchers point of view of why the searcher would be looking for, or needing, the information or service you provide. The keywords need to be used coherently within the site content in a way that enriches the content rather than inclusion for their own sake as this would undermine your content credibility.

Bottom line, while keywords are an important factor in search engine rankings, there are limitations when everyone else is trying the same thing.

meta descriptions

There are two main types of meta data:

meta tags contained in the header section of a web document (such as "description" and "keywords") which are not seen by the viewer of the page but accessible by search engines;
meta data associated with visual elements on the page such as images, audio and video files.

While some search engines no longer use the meta tags contained in the header of the document for ranking purposes they can use the "description" meta data, if available, as the site description for the link in a search result. A precise and informative site description meta tag can be the deciding factor on why your site is selected from the many provided in a list of search result.

The meta data associated with visual elements are important as it assists the search engine in the analysis of the site content. Without this meta data (or poorly constructed meta data) these elements cannot be evaluated by search engine algorithms and can actually be detrimental to your site's ranking.

Any content deemed worthy of inclusion for your website should assist towards helping your site achieve the best possible ranking so giving careful consideration to meta data for visual elements is worth the time, particularly as this meta data is also used for accessibility assistance and compliance.

content

Site content is the most important aspect of site ranking.

All site content, where possible, should be original and unique, concise and informative.

Organising content through the use of headings, subheadings and bullet points not only produces an appealing page presentation but the structure itself and heading selection also assist in the search engine analysis of the content. In essence the content structure allows the site designer to guide the search engine through the page in the manner most suited to the site's purpose by assisting keyword associations at strategic points with the information presented.

link building

Link building, or "backlinks" as it is often called, refers to external sites that have links back to your site. In theory the more sites that link back to your site tells the search engine your site must be more popular than similar sites that don't have these back links, as a result your site ranking increases.

It is not uncommon for SEO specialists to offer as part of their package to produce hundreds of backlinks to assist with ranking.

A word of caution about "backlinking". A link is effectively a referral to or from your business and as such should be treated with care. Your site's link appearing on another site, or referral links you provide on your own site, reflects on the value and integrity you place on your own business.

Another consideration is the suitability of link associations. Linking to sites that would further assist your site visitors in the context of why they are there can be helpful and constructive, but links to completely unrelated areas are not necessarily useful and as such undermine credibility.

Third party manufactured links as part of a paid service may not always be the best way forward.

While backlinks can increase rankings it is not always possible to obtain and maintain the number needed, or with the appropriate businesses required, to make perusing this aspect worthwhile.

Where it can be done great, if not it isn't a deal breaker, particularly when in consideration with the "Important Caveats" below.

important caveats

Over the years as search engines have moved away from purely organic listings to a mix of organic and paid listings, search results (page ranking) are influenced by site owners prepared to pay for improved ranking by paying to have keywords association with their sites index listing or other marketing techniques. Going down this path is not a one off expense but a constant expense as it requires constant checking and adjustment as everyone is playing the same game.

There are two other aspects to consider with search results:

Search engines have also incorporated keeping taps on browsers (the user) past search preferences and then adjusting the search results based on past behaviour. The consequences of this mean people using the same search terms on different computers with different browser history will get very different results.
Some search engine results will be matching the searcher's perceived preferences extrapolated from prior search history and/or browser history to present sites that are paying for this service.

Putting the above caveats together it is very clear the environment for search engine optimisation is a difficult area to manage and one of constant change.