One good definition of SEO or Search Engine Optimisation is “the process of editing and organising the content on a web page to increase its potential relevance to specific keywords on specific search engines.”
Whilst this is most definitely true, there are also other functions that come under this heading. Link building being a big one. This is still a cornerstone of SEO activity and one of the essential ingredients when looking for a higher organic ranking.
SEO is one of the key Web Marketing activities and can target different kinds of searches, including image search, local search, and industry-specific vertical search engines.
SEO services consider how search engines work and what people search for. Optimising a website primarily involves editing its content and HTML code to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Sometimes a site’s structure (the relationships between its content) must be altered too.
Because of this it is, from a client’s perspective, always better to incorporate Search Engine Optimisation when a website is being developed than to try and retroactively apply it.
Google Universal Search
Universal search results combine the various search models used by Google into one combined set of results. The goal is to give the users more of what they want – keyword: relevancy. Search as we know it has not changed dramatically over night but gradually we will see changes in the way search is handled by Google. As such it will pay to keep this in mind when structuring campaigns going forward. In particular, it will be necessary to think outside the conventional concept of a website and to start incorporating more multimedia channels such as video, images and audio (e.g. podcasting).
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