Search Engine Optimisation

Search Engine Optimisation (SEO) is important to ensure that you maintain good natural listings on search engines and get a good return from your overall Marketing and Advertising budget.

There are five main tasks that Organic Development will undertake as part of your Search Engine Optimisation..

Research the marketplace
Clean and optimise the structure and code on your site
Optimise the Text Content, Meta Info, Headers and Alt Tags on your site
Build targeted link equity and develop link bait
Develop buzz and facilitate regular changes to content

What is Link Equity?

Quite simply, link equity is the most important element of Search Engine Optimisation. It refers to the number of relevant links to your site from other sites. Relevancy is important so link farms are pointless. The Page Rank algorythm, produced by Google founder Larry Page, measures how many sites are linking to your site.

The theory behind building link equity is called the Power Node Theory of networks. Power Node Theory dictates that because websites at the top of the listings are easier to find and therefore have more visitors, they naturally acquire more links and therefore new sites have to work harder to get up the listings. Websites further down the listings therefore have to work twice as hard. This results in the phnomena known as 'the long tail'. A handful of websites get more and more important whilst millions of other websites are left behind.

What about Content?

Content is equally as important for your Search Engine Optimisation. The quality, relevancy, accessibility and quantity is paramount. This involves optimising your readable text and non visible content. Non visible content includes Meta Information, Alt Tags and Header Tags. This is information in the code of your site. Ordinarily you cannot see it, but your computer software and search engines can. You can see it if you click on View and then Source on the menu at the top left of your browser.