Search engine optimization (SEO) allows a site to develop and focus it strengths towards a particular niche or market. In the websphere, SEO takes into account how search engines work and what people search for. A website is then optimised towards the sites primary, pre-focused goal.

Optimisation involves a range of tasks mainly revolving around editing of content and HTML. The aim is to increase relevancy and popularity towards a specified keyword/keyphrase or topic.

Competition Analysis: Quite simply, let some of your competitors legwork do some of your running for you! Please do not misunderstand however that just because your competitors are doing one thing, it does not 100% mean that you should do the same. Sometimes it is better to analyse the chinks in their armour and exploit their weaknesses to your benefit.

Content Optimisation / Design: Some of you may have read elsewhere the phrase ‘Content is King’. This is definitely very true! Title, meta, description and content and URL data must all ideally be relevant to the topic in question. Each SEO task carried out acts to form a layered effect building upon eachother.

Coupled with Content Optimisation is that of Design. A common mistake is for site owners to design a site from an aesthetic point of view at the expense of functionality… Many £millions have been spent studying the on-page navigation habits of  visits. Content Optimisation can help to guide visitors to where you want them to go.

Keyword Analysis: What keywords will work best for your needs? Keyword Analysis studies Search Engine historical data to determine which keywords or keyphrases will work best.

For example: John runs a Painting and Decorating business in Reading. If he were to try to optimise for ‘Painting and Decorating’ he will be in competition with many thousands of other sites, pages and articles on all topics imaginable around that particular keyphrase. Should he however optimise his pages towards ‘Painting and Decorating in Reading’ all of a sudden he is targeting a much smaller geographical area.

With this in mind think to your own market. The most common phrase that pops into your head may not necessarily be what your target audience will search for.

Off-Page Marketing: Any SEO professional or marketing company who says ‘A Google Top 10 is all you need until the end of time’, is to be honest a fool. Either that or they know something that escapes the rest of us… Search Engine Optmisation is just a part of the business machine. Whilst it is undeniable that a Google Top10 will help greatly, it must be used in conjunction with other forms of marketing. Some of these are covered in the sections on Link Building, Content Syndication, Pay-Per-Click. Others include Viral Marketing, Email Newsletters and joining more traditional campaigns. An simple example of which might be to send out flyers to your local audience, offering a prize or discount to the first 5 users to register interest on your website. With this you are limited only to your imagination.

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