What is Search Engine Optimisation (SEO)?

  • 4th December 2013
  • SEO

It’s no surprise that most business owners are left confused and bewildered about how they should promote their website online by using search engine optimisation to generate sales and attention.

Just when they think they have got the hang of it, the search engines – particularly Google – change the rules and they have to relearn the necessary criteria to ensure that their website gets onto the first page of a search engine’s results.

To be fair, this is a confusing and difficult area for any business to get to grips with, hence the need for company’s such as Mintcandy, who specialise in search engine optimisation to help propel online success for their clients.

The term search engine optimisation is simply a way of making a client’s website not only visible to the search engines but also helps the web crawlers index it correctly so that potential clients and customers can find what they are looking for.

In days gone by, search engine optimisation specialists would tell potential clients that the measure of success was in building up back links (that is other websites linking to yours) by using content and other tricks of the trade.

Effective Search Engine Optimisation (SEO) for business

However, Google and the other search engines are now moving towards an Internet that is led by content rather than having a website’s authority dictated to it by the number of links pointing towards it.

That’s why the search engines are now adding authority to individual page’s content so, now to really succeed at SEO you need to ensure that your website content is not only relevant, easily read (and Google can assess how well your page reads) but also has some authority for the keywords you are trying to rank for.

There’s no doubt that SEO is becoming a much more difficult task to undertake and succeed at, which is the primary aim of the search engines with recent changes to their platforms.

They want to cut down on the dubious techniques that some unscrupulous search engine optimisation firms decide to pursue and reduce the number of ‘link farms’ – that is of course those sites that people believe putting their content on will help boost their rankings.

This is why many people become concerned when Google announces an update for its ranking algorithm since many sites which have enjoyed long periods of ranking on page 1 suddenly ‘disappear’ from the Google pages.

That’s because Google itself has assessed the content within the website and found that it isn’t really relevant to what people are searching for. You may disagree and that’s why you need an expert in SEO to help put you back on page 1 by using their experience and skills, and particularly knowledge of the Google changes, to help ensure your website continues to be a success.

Use SEO and boost your website traffic

The real attraction to using the services of a specialist firm such as Mintcandy, is that they are up-to-date on the latest requirements and needs of the search engines and apply their techniques accordingly.

If you have found that your website is not performing as well as it should, then you need someone to have a look at the website itself. This may mean the content and the actual HTML coding needs to be revised to include specific keywords and key phrases to help the search engines give authority and index it correctly.

A specialist in SEO will then also examine the number and quality of back links pointing to your site, which is generally known as off-site SEO, to ensure that you have a natural mix of inbound links from websites that have different levels of authority.

The process itself is not easy or straightforward but then if it was all websites would be ranked the same and no-one would get to hear about how great your business is!

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