SEARCH ENGINE OPTIMISATION
Search Engine Optimisation, or SEO, is the term used to describe the process of achieving and keeping a prominent position in search engine results pages, also known as “SERP”s, for a particular webpage.
That definition, which I have kept deliberately short and succinct, is, however, extremely misleading in as much as it fails to give the reader an idea as to the actual complexity of the task. Here I am not referring necessarily to technical complexity, although there are some technical aspects of SEO that will remain a mystery to most people, but to the sheer scope of activities that are now necessary to achieve a prominent position for your website when someone searches for a product or service that you supply.
Even when you have that sought after page one position on Google for your cherished keywords, the chances are that you will not keep it for long. One of two things will happen; firstly Google will adjust the way that it ranks web pages with one of its now legendary ranking algorithm updates, causing your site to drop, (or maybe rise), or secondly, one of your competitors will see the success that you are enjoying and turn their attentions on you.
The message here is that optimising a website is like mechandising a department store – the displays change frequently in order to keep the customer interested. You cannot simply optimise a website and forget it, the process is ongoing and requires constant monitoring in order to keep the search engines, and your visitors, interested.
- Has one of your keyword phrases improved its position, or dropped down a few points?
- Has one of your competitors made significant gains in their ranking recently?
- Are there still important phrases for which you simply cannot get a prominent position?
- Do your competitors outrank you most, or all, of the time?
If the answer to any of the above is yes then you should act without delay.
We offer a series of SEO guides to help you to improve your position in the search engine results – and stay at or near the top.
We also review and recommend all of the services and systems that are out there purporting to be the answer to your SEO requirements – we give you the information you need in order to make informed choices about which services to choose, which books to buy and courses to take.
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Callout and Review extensions now available in Bing Ads
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