If you’ve started an online business then you’ll certainly want it to be featured in search engine result lists. Apart from word of mouth and print advertising how else will you attract online traffic to your website?

The fundamental aim of search engine optimisation (SEO) is to help people find the products, services or information they’re looking for online. Once the searcher types a keyword, or a keyword phrase, the search engine speedily searches through its index of millions and millions of websites to find a match between a website’s content and the searcher’s keyword/s. The searcher is then able to choose which website they want to visit by browsing through the search engine result lists. These lists are usually returned starting with the most suitable and relevant matches.

The mechanics of SEO

The majority of online traffic is driven by Google, Yahoo and MSN – with Google attracting approximately 60 per cent of worldwide searches.
A search engine collects website data by performing ‘indexing’. This process is entails sending out ‘web crawlers’ or ‘spiders’. These crawlers very speedily scan website pages and gather information that is automatically created into an index log. The websites are then added to the search engine’s index log and appear in the page ranking procedure.

Search engines have general rules by which they index websites. Websites need to follow these rules if they are to be included in indexing. These indexes logs are updated regularly and the stored web pages are checked for information changes, such as content updates, an increase of links. Websites where information has not been updated are more likely to fall lower down the result lists. Websites that practise unethical SEO techniques may not be counted in, or may be penalised by the search engine.

Get started with Search Engine Optimisation

An important element of website optimisation is to follow the general code of ethics set out by search engines, which ensure websites in the result lists are relevant to online users’ searches.

In a highly competitive online market, with millions of websites competing for top places in search engine result lists, successful SEO takes plenty of time and skill. It’s not a once-off piece of work, but rather a compilation of different steps. The basic component to maximise SEO success is to include relevant keywords within content that’s frequently updated and user-friendly. These key words – or key phrases – are filtered by search engines, leading to placements in result lists. High placements in the result lists consistently lead to sites receiving an increase in website traffic.

Three starting points:

1. Keyword list – create a keyword list of words (and even brief phrases) that describe your website. Make sure these are relevant to your products or services. Check on search engines what keywords your competitors are using and try to make yours more specific to your website.
2. Content – write engaging and relevant content and thread in your keywords or key phrases. Check for spelling mistakes and make sure it’s not stuffed with keywords so that it’s difficult to read and understand.
3. Page titles – make it easier for search engines to interpret what your website’s about by using simple page titles instead of your business name.

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