What is SEO(Search Engine Optimization)

Search engine optimisation – commonly abbreviated to SEO – is the process whereby a

web site, or more specifically a web page or document, is constructed or amended in such

a way as to improve its placement in the search engine results pages or SERPs. Search

engine optimisation should not be seen as an end in itself. It is a function that should be

undertaken to improve the overall commercial performance of a web site.

Good search engine optimisation will ensure that a page appears higher in the search

engine results for a range of relevant, specific and valuable search terms or queries. The

simple objective of SEO is to generate more valuable web site traffic. The achievement of

a higher ranking against relevant search terms has commercial value for a web site

because it will attract more traffic than a lower ranking. In an increasingly crowded

online environment, search engine optimisation is therefore a crucial online marketing

discipline.

The role of SEO is to legitimately influence the process of improving rankings. There are

few genuine guarantees of a top placement, particularly for highly competitive search

terms. Good SEO will improve a web site’s ranking across a range of selected terms.

However, any process whereby a search engine is illicitly manipulated in order to

guarantee a high placement is referred to as spamming.

The successful execution of a search engine optimisation project requires skills in the

areas of analysis, research, planning, copy writing and communication. A comprehensive

search engine optimisation project is divided into four interrelated phases.

1. Pre-site activities – The research and planning activities undertaken before an

existing or new site or page is actually touched or built.

. Understanding your organisation’s online business strategy

. Researching your market category, customers and competitors

. Keyword research and selection

2. On-site activities – The activities directly involved in the content and design of

web pages.

. Writing the title, description and keyword meta tags

. Writing content – Body copy, titles, image tags, outbound links that reflect and

enhance keywords.

. Building internal links – Helping the search engines navigate the site

. Site design and construction - Ensuring the web page utilises design and code that

can be properly crawled and indexed by the search engines.

3. Off-site activities – Building a portfolio of quality inbound links to your web site.

4. Post –site activities – Analysing and responding to site traffic and user feedback

once a web site has been optimised. Effective SEO is a continuous activity.

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