What is Search Engine Optimisation?
Search Engine Optimisation or more commonly known as SEO, is the process of improving the visibility of a webpage or website via 2 processes, PPC and Organic.
PPC – Pay Per Click
Pay Per Click or more commonly known as PPC is a paid search of advertising a website. These results are normally displayed at the top of a web browser search and also visible down the right hand side. Pay Per Click works on a bidding system by bidding for a particular keyword or key phrase and depending on how well optimised your page is with relevance the bidding cost can be in most cases lower.
PPC is a fast way to dramatically increase the search traffic to your website as the adds can appear in just a few hours however when your budget has come to an end your adds will not show. This can be cost effective for some businesses however with the rising costs of PPC we would strongly recommend you carry out through research before blowing a budget through un-efficient ads. Google have their own in-house PPC representatives that are very accommodating and are always happy to assist you with your campaign, keyword research is also a vital part of the campaign delivering real effective results.
Organic SEO
Firstly there are 2 types of Organic, I always argue the fact there is only one type however to explain in detail I will give details of both;
White Hat SEO;
White Hat SEO is the process of ranking a webpage using natural ethical tactics through on page content, blogging, social media and so much more. More of this is explained later.
Black hat SEO;
This is the un-ethical way of ranking a website for a desired keyword. This process is slowly being phased out due to the huge advancements of search engine technology. The process involves fooling the algorithm (an algorithm is a calculation system a search engine uses to index a web page), fooling the algorithm is a short lived process and will results in the website either being penalized or even removed from the search results all together. Carrying out such tactics is far beyond risky, if you value your business, avoid.
White Hat Organic SEO
Organic Search Engine Optimisation is by far the most difficult form of SEO and is the ethical way of ranking a webpage, there are no shot cuts or quick fixes and can take some time however on the plus side, Organic SEO generates over 90% more traffic than PPC searches due the trust of the search.
In the long term if carried out correctly, Organic SEO is by far the most cost effective and is looked at as an investment. A business can benefit from long lasting results and high levels of traffic and all this for a collection of keywords that are related.
Depending on the competiveness of the keyword and the quality of the website, a page can be ranked in a matter of weeks for a medium competitiveness keyword term. Higher keyword competitiveness can take months however the results are long lasting and the ration of traffic is a lot higher than PPC.
The process of Search Engine Optimisation
As mentioned, organic SEO is a natural way of ranking your web age and this must involve many components and here are just a few;
• Website content; the website in question must feature high quality, informative content that is unique and free from errors, poor content or duplicated content will only damage rankings.
• On page coding; this is the code of the web page, not only must the page read well for humans, it must read well for search engines. This involves a natural balance of words on each page with no keyword stuffing (keyword stuffing is the un-natural repetition of a word on a page).
• Accessibility; accessibility again is for both humans and search engines. Both the visitor and the search engines must be able to view your website easy. For the human this is vital as a poor experience will result in the back clicking from your webpage. For the search engines they must be able to crawl your webpage to index the content, many websites have all sorts of scripting errors that prevent this, regardless of how powerful your off page SEO campaign is you must address ALL on page factors first.
• Off page SEO; off page SEO is like a CV, the search engine will view the links coming from other websites, directories, social media, blogs and more to see what they are saying about your website. Again this process must be natural and ethical; a search engine can see you’re entire off page SEO and work out of its natural in a matter of seconds so always ensure that this is naturally created.
For more details on search engine optimisation or about the range of high quality SEO services that we offer at Neontron, please feel welcome to contact us direct at info@neontron.com.