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Search Engine Optimisation

White Hats, Black Hats and Snake Oil!

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
Communicant believes Search Engine optimisation is not about ramping up the number of visitors to your site, but rather improving the number along with the quality of visitors. Search Engine Optimisation is about creating a website which is appealing to search engine algorithms to increase the search engine relevance so ultimately web traffic.
But designing a site 'just' for Search Engines will create a very bland, text filled site. The skill is in balancing form with function - design with Search Engine requirements. When considering how to get a website to rank highly we have to consider how the site is mathematically ‘seen’ and ‘understood’ by the individual search engines. Consider that a search engine in essence is trying to equate a mathematical value of a customers search with a mathematical value of your site. This means that it is extremely important to consider the searches query.
In short when optimising a site for search engines we consider mostly how someone looks into the site rather than how it looks out to the outside world (this is considered when the person actually visits).
There are predominatly two types of search engine optimisations that we consider:
Organic Placement that is the natural placement that all websites get when featured by search engines. When the search engine tries to simply provide you with the best site based on your enquiry.
Paid Placement when you want to pin your site to a specific search term - and are willing to pay for the opportunity!
We are happy to provide you with examples of both here.
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