What is Search Engine Optimisation?

Search Engine Optimisation (SEO) is the act of modifying a web site to improve its ranking in the organic search results of search engines.

There are three main components of SEO that can have an impact on a website’s search engine ranking:

1. Removing Search Engine Barriers

Search engines use 'spiders' to 'crawl' collect content from your website to put into their databases. These spiders follow hyperlinks around the web. Some websites are built in a way that prevents spiders from reaching or crawling web page content. These include heavy use of Flash animations, frames, complex navigation and the use of ‘black hat’ techniques that the search engines deem to be illegal. Removing these barriers increases the likelihood that the search engines can find, index and rank the pages on your website.

2. On-Site Optimisation

This involves modifying the content of your website so that it uses all of the elements that search engines use to rank your site. Onsite optimisation tactics include:

• modifying content to target certain keywords (those identified as being relevant to your target audience)
• regularly updating content
• including an obvious site map
• improving internal linking structures
• paying attention to tags (found in the website's code)

3. Off-Site Optimisation

Many techniques can be brought into play for offsite optimisation, although these are the most difficult to implement and control. For example, if a large number of sites (particularly 'important' and relevant sites) are linking to your site, search engines will consider your site to be important and your site's pages will be ranked accordingly.