I hear a lot of people talking about search engine optimisation, but I’m not sure if many understand what it all means. So what is search engine optimisation really?
Wikipedia defines search engine optimisation as – “the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid search results.”
Another definition from Dictionary.com is – “the methods used to boost the ranking or frequency of a Web site in results returned by a search engine, in an effort to maximize user traffic to the site: The first step in search-engine optimization is to generate keywords that are relevant to your site’s content.”
Whatever definition you use most people would simple say “it’s stuff that makes your site get to the top of searches”. But is it really…?
All of the above is correct of course but, it’s not quite as simple as that. The dictionary.com definition talks about relevant keywords…relevant to what? Relevant to the products or services you sell, or to the area you operate or how about to the demographic you serve. Well it could be all of those, but really the only thing your site should be relevant for is your customers search strings (or what people type into a search engine). SEO isn’t just about targeting search engines, its about optimising your site content for customers first and then search engines. The search engines should, (with a website set up correctly) provide the best results to your potential customers based on the content and understanding you have about them, what they want and how they find it etc etc.
So what is search engine optimisation? We believe in a nut shell it’s this -
“Search Engine Optimisation is about optimising your site technically for search engines so that content written specifically for your target customers has the best chance of reaching them”
When we talk about Search Engine Optimisation we should look only at how a site and it’s content is structured technically, how many reciprocal links it has, density of keywords etc etc. Search Engine Optimisation is for search engines – not customers. It’s the content and the keywords you use within your content that’s for customers, and the content is down to your understanding of your potential customers.
Content is king. Garbage content, equals garbage results, you can have the best search engine optimisation team but if your content doesn’t match your customers then you won’t get business…it really is that simple. If your content is tailored for your customers then you have a fighting chance of getting business even if you don’t have good SEO strategies. So understanding your customer and then writing content for them is the key – then do some great technical SEO.
I word to the wise – never assume you know your customers, support your assumptions with data to be sure. Secondly never top talking to your customer via your website, if you stop it’s tantamount to ignoring them if they entered a physical store or staying quiet on the phone when people ring. Keep talking to your customers in the way you know they expect.
At WN6 we look at customer trends, content, SEO techniques, social media, and oodles of data to help our customers reach the markets they need to be in. We don’t just do search engine optimisation we link empirical data with Psychological analysis to help you understand your customer.
If you would like know more – contact us today