Search Engine Optimisation (SEO) is the process of improving the volume, or quality, of traffic to your website from search engines via natural (organic) search results. These are the listings which appear on the left hand side of a search results page.

The higher your site is listed in the search results, the more visitors you will get from the search engines.

How does it work?

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimising a website involves editing its content, HTML and associated coding. 

The objective is to increase the website’s relevance to specific keywords and to remove barriers to the indexing activities of search engines.

A second aspect involves activities which will increase your “popularity” on the web. The most important of these activities are building links with relevant websites through tactics such as blogging, article posting and press releases.

Managing Your SEO Campaign

Adaptive will undertake the following actions as part of your SEO programme:
 

• Analyse your website and those of your major competitors
• Conduct keyword research to determine the highest volumes of potential traffic
• Ensure that all ‘on page factors’ are correct for search engines.
• Promote the website up the search engine rankings by focusing on “off page” factors.
• Implement an inbound link strategy through content marketing programmes
• Full monthly analysis and reporting (insert the relevant tracking code on to your website).

Key Facts on SEO

• 85% of searchers only look at the first page of results on search engines
• 70% of clicks on search engine results pages are on organic listings
• Most searchers are aware of the difference between paid and natural listings.
• Search engine use complex algorithms to decide which websites should be listed on the first page of results.

There’s no magic bullet. Success with SEO requires a persistent effort on many different fronts.