Search Engine Optimisation (SEO) is the process of aiming to achieve the highest possible ranking in the 'natural' search engine listings for a range of keywords and phrases. It is far more complex than paid listings (PPC).
It is thought that Google (the world's most popular search engine) has over 200 factors that it uses to assess where a site should rank and in common with all of the other search engines will not reveal fully what these factors are. An added issue is that Google will change their algorithm several times of the year meaning that some techniques become redundant and new ones are introduced. SEO therefore becomes a constant drive to keep up with the techniques to consistently achieve high rankings.
What we do
Our approach to Search engine optimisation broadly breaks down into these key stages:-
Planning and strategy - This typically includes keyphrase research analysis and selection; auditing current search engine performance; analysing your competitors and what they're doing.
- Index inclusion - Determine which search engines to target including industry specific; incorporate sitemap protocol; avoid issues with dynamic content; domain name strategy.
-
Page Optimisation - keyphrase selection per page; keyphrase density; HTML markup factors such as page code checking to ensure incorrect coding does impede search engine ranking.
-
Link Building Strategy (internal and external) Links from good quality sites to yours increase your visibility in the search engines. Google realised that link popularity and link quality were a great way of determining the relevance of a page, especially once combined with the keyphrases on that page. Since all major search engines now follow this logic, proactive link-building has become a key activity for SEO.
-
SEO process - The nitty gritty process on ensuring that the site meets the criteria to improve its ranking.
-
Measuring Return on Investment (ROI)- The criteria with which you judge whether your investment in SEO is a success will vary. If you're an e-commerce venture it will almost certainly mean more paying customers, but it may equally be an increase in awareness of your brand or connecting visitors to information. We use web site statistic analysis and analytic tools during this process.
Essential Logic does not rely on guesswork or intuition, nor do we use unethical SEO techniques. In helping you, we combine our search engine marketing knowledge and technical experience with proven analysis methods to deliver tangible results.
