Search Engine Optimisation is often abbreviated as SEO
The aim of SEO is to radically increase the chances of your website to be shown on the first page of the Search Engine Results Page (aka SERP) such as Google, Bing or Yahoo
When successful, SEO marries the most relevant and likely phrases that your ideal searcher uses with a specific compelling landing page (often not the homepage) on your website.
There are many techniques that companies can offer to get your website found including:
- Search Engine Submission - the act of regularly submitting your site to a search engine to invite them to come an index your website
- Keywords research - one of the trickiest and the hardest to accomplish, is finding the right keywords (search phrases). This will need to be regulalry reviewed as to which words and phrases are the most effective for your website
- Search Engine Friendly (SEF) - This means checking that the code and structure of your website makes it easier for Search Engines to Index or Catalogue your website correctly.
- XML Sitemap – As your website content changes an updated automated index of every page of your site is fed directly into Google
- Competitive analysis - Companies can regularly query the search engines and take a look at the websites that are listed higher than your own. They can run a comparative analysis of a specific competitor's URL providing you a side-by-side comparison, thus giving you the ability to see what your competitor has that you don't, or what you have that your competitor doesn't
Pay-per-click campaigns - The service of running campaigns where you pay to have an advert - such as Google Adwords (Sponsored Links along the top and right hand side)