What is search engine optimization or ‘SEO’?

In a nutshell, search engine optimization (or SEO) is about getting search engines like Google and Bing to rank your site higher in their “organic” or unpaid search results than your competitors. There are two main lines to this: onsite and offsite. Both are important and should be considered at design time, not as an afterthought.

1. Keyword Research

Get to know who your competitors are and find out which keywords you should be targeting. There’s no point in trying to appear on the first page when someone searches for “cat food” when you’re really just selling dog food, so this part is crucial.

2. Website optimization

Make sure your website is search engine friendly. Your web pages should, among other things:

be well coded (the W3C standard guidelines are a good marker)

have relevant content

have appropriate meta tags based on your keyword research

have relevant URLs that incorporated your keywords

have a clear hierarchy and well-defined use of heading and paragraph tags

3. Link building and social networks

Most of us choose which companies we want to work with or buy from based on good experiences and recommendations. It makes sense. Search engines work on the same principle. A site that has been linked to many times will be placed higher based on recommendation and authority. There will be many different sites, all well built and well researched, that need to be returned for each keyword, so the search engines need something to differentiate themselves. That’s where link building and social media become your best friends.

4.Monitoring

This is often the last thing people think of, but it’s actually extremely important, otherwise how do you know what you’re doing is working? Google Analytics and Webmaster Tools are widely used and highly recommended.

5. Expectations

The most important thing to remember about SEO is that it is not a one-time action. Very few companies will do keyword research and find that they are already achieving the top ten results, let alone that coveted number one position, for relevant search terms. Also, the algorithms used by search engines are constantly changing and evolving. Success depends on regularly refining your website and investing time in other areas, like social media. Of course, you should also be wary of any company or individual that promises to achieve this directly or simply through a redesign of their website.