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Search Engine Optimisation Explained

SEO stands for Search Engine Optimisation, or a Search Engine Optimiser. Usually the client of an SEO whishes to achieve a high ranking on a SERP's (Search Engine Request Page), this is the web page that is fed back to you after a Google search. The goal of SEO-Actions should be to increase the quantity and quality of traffic (people using the web) through search services, such as Google, other Search Engines and the web generally. Also to ensure the traffic reflects back in the 'Organic Ranking'. The term 'SEO' is a little distinct from SEM & Web Marketing, although successful campaigns almost always link research, strategies and materials. In essence an SEO campaign will try and capture the natural traffic for a 'Search Phrase' through the internet by providing relevant links on other good* pages and providing content for the searcher. In essence a sort of web-intelligent Public Relations, and association building that is reflected in the search engine rankings. Whereas SEM (Search Engine Marketing) will generate the traffic and interest with advertising and good sales materials. The term SEO is being used more and more to cover all web marketing and promotion activities.

Is SEO a secretive Svenghali art?
SEO's can seem something of a dark Mandelson-like advisor, holding the secrets back web a simple secret of web millions. Such an image is not helpful. But like good PR and image advisors our success is usually based on being able to think like the public that view our client, and succinctly express that as actions to take. Good research, good communication, good promotion, good technical knowledge that should all lead to good strategy. It's no more secretive than any other branch of marketing or technical business. That's not to say we aren't secretive with specific plans, strategy and processes like any other company. Personally i think that the first principle of an SEO would run something like this... People don't go to football stadiums, they go to football games. People don't go to web sites, they go to content that is useful to them. When you know what is useful and you provided it, then you can effectively signpost it, and only then will they come.

The kind of things an SEO Agent does...
Many people see SEO’s as focusing technical aspects of a web page, simply tuning code so that they can be better indexed by the automatic systems (web spiders) of the search engine companies. Others see them as an effective copywriters who understands and research the patterns of web users, and looks for niches and opportunities that have not been effectively used before. Others see them as adviser that create and guide what content will capture the interest of web users.

The SEO agents are all of these and so much more. What they do is truly multidisciplinary and involves a good deal of time and research on how people think and act. The best SEO's are intelligent and analytical; thinking about the best web experience for real people. They must also be technical, working to discover how the Search Engines themselves are changing how they rank pages, and reflecting that in the structure of copy and code. The best SEO agents understand that companies like Google do not funnel people, they follow people and merely represent it. The best SEO's respect web users and what to know what they want and get them to it quickly.

What results can an SEO Agent bring?
Most results should be predicated on what a clients chief competitors within a given sector is doing. It is easy to become No.1 on Google with obscure or rare phrase, or if you exist in a market with little competition. The less profitable a search phrase is, the easier it is to dominate. If an SEO is promising a quick result then it is probably not going to be a profitable result. If you want quick results the best strategy is to use PPC (Pay Per Click) and Search Engine Marketing with excellent material and literature. SEO Results should be considered the same as any long term marketing strategy, you don't do it once and it's done. It should be understood that there is no hidden button that makes a web site and over night sensation, but there is a tipping point where the success becomes most apparent and with relevant, high quality and up to date content, traffic becomes self generating. A good SEO will ask you what you want to achieve and should provide excellent metrics that measure what the you have asked for... whether that 'conversion' (measured action) is visitors, more downloads of a document, more phone calls, or more online sales, or more email list sign ups. Like marketing agents, an SEO likes ‘measurable results’ and are ‘target’ driven... but remember this means they are also rewards driven.

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The above was an extract from the introduction of the White Paper 'Starting Your SEO Project, A Guide for Small Businesses' . The full version will be published in a few months, and it designed to be an objective guide for small business looking to employ or train a member of their company to take on SEO duties. Just fill in the form, or let us know what sort of questions you would like the white paper to address and we will contact you when it is ready. Strictly no information is used or passed on for marketing.

To read more about... Papershark Media and SEO Services, SEO Strategy, Pay Per Click, Web Advertising and Marketing. Or see our Site Map for an overview of all our services and web site contents. Our FAQ's also deal with some come commend questions about SEO.