19 Jun 2012

SEO starters guide part 1

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This quick introduction to Search Engine Optimisation (SEO) first appeared on the Pink Giraffes Blog where I’m a guest writer.

This is the first blog post in a series designed to give you a basic understanding of Search Engine
Optimisation (SEO).

What is SEO?

Search Engine Optimisation is traditionally thought of as carrying out technical changes that ‘make’
you appear higher in Google search results. Whilst this may have been possible in the past,
improvements to Search Engines over the years mean SEO is now more about content and less
about these technical ‘tricks’.

If you are familiar with traditional marketing techniques then SEO can simply be thought of as the
process of combining all of your digital marketing into a coherent plan. At Pink Giraffes we like to
think of this as creating an integrated digital marketing strategy.

The three parts of SEO:

Search Engine Optimisation can be broken down into three major parts, each of which we will cover
in more detail in later blog posts:

1. Behind the scenes
2. The front end
3. Social media and link building

Behind the scenes changes are the traditional part of SEO, making small modifications to your
websites code and pages. When viewed individually, these changes might seem like minor
improvements, but when combined, they can have a noticeable impact on your site’s user
experience and performance in organic search results.

The front end is focused on your websites’ design, layout, structure and most importantly content.
This boosts the keywords that appear on the website and helps customers find the information they
require as quickly as possible. A good navigation structure is also essential if you want your visitors
to convert into customers.

Finally, social media and link building encourages you to grow your businesses presence and brand
online. This has the benefit of finding new opportunities as well as offering a valuable service and
interaction with existing and potential new customers.

The most important consideration when undertaking SEO is combining them to form a structured
and focused plan. When linked with an online marketing strategy, SEO should see your website
gain more visitors and then get more conversions from those visitors.

Next time:

Behind the scenes – The technical changes that many people consider the foundation of SEO. The
jargon explained and the myths debunked!