The goal of search engine optimisation (SEO) is to build structure and content in your website that enables it to be found organically. That is, via natural searches by your prospective customers.
Effective search engine optimisation involves a combination of art and science regarding your website.
The art is in the writing. Search engine optimised (SEO) websites feature words (your website’s copy) that correspond with the search terms that your prospective customers use when researching your products or services. The search engines regularly visit all of the pages on the world wide web, and index their content. When someone searches for a particular word or phrase (called ‘keyword’ or ‘key phrase’), the search engine will present them with links to the pages that seem most relevant (identified by the density of keywords or phrases on the pages along with other related contextual copy).
The search engines are believed to place greater importance on headings, subheadings and link text. That is why it is critically important to know what search terms are relevant to your market, and then ensure that these terms appear with reasonable frequency in your website’s content, especially where they will have greater potency.
Having said that, it’s important that you don’t overload your copy with search terms (a practice known as ‘keyword stuffing’) as the search engines are becoming increasingly discerning, and will blacklist websites that practice this. By not forcing keywords in, the copy is kept natural and engaging which will be more appealing for the people reading it.
The science of SEO relates to the information architecture of your website: the sitemap, the embedding of key words and phrases in page titles and descriptions, the presence of back links to your website and more. All of these aspects should be addressed to make sure your website is optimised as well as it can be.
The way your website is set up will have a huge impact upon its search engine ranking
Sales Sauce will identify:
- The information architecture that is best suited to attracting search engines to your website
- The keywords and key phrases that are most searched for, and which ones are easier for you to compete for
- Other elements that will help boost your exposure
We can then design and build a website that incorporates everything that will maximise your website’s appeal to the search engines – and to your target customers.
Talk to us today to discover how your website can increase its sales and marketing might!