Search Engine Optimisation Guide

There is arguably no better definition of Search Engine Optimisation (SEO) than published by SEOMoz a company that, despite being a commercial operation, takes a community-spirited approach to improving knowledge about driving search traffic and debunking myths about SEO. They share this knowledge to help businesses, government, educational, and non-profit organisations benefit from being listed in the major search engines.

SEO is the active practice of optimising a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Regardless as to how well a site is constructed – we shall come to content and other site elements in a moment – the site must firstly be found by visitors, most of which use search engines to look for websites containing the key words and phases of importance to the visitor. Targeted visitors to a website provide publicity, revenue, and exposure and investing in SEO can deliver exceptional benefits. There are, however, several ways to do this. Research shows that less than 40% of the people who use search engines are able to distinguish between the sites that are there because they have paid for high rankings versus those that rate highly because they are relevant. This is why SEO techniques are so important, especially for the site owner who lacks the financial resources to compete with the major players in most market segments. The most consistently lucrative way to generate site traffic is to create a balance between advertising of the site and natural` or `organic` search engine rankings. The term natural search reflects the merit and relevance of the keywords rather than the amount of money the site has paid the search engine for advertorial presence.

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