Search Engine Optimisation: Your Questions, Our Answers

By Author: Samuel Brown
Total Articles: 17
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What is Search Engine Optimisation?

You might well ask. Do you ever wonder why certain businesses appear higher up in search engine results than others? You might have some vague notion that it’s to do with visitor numbers and you’d be right, to an extent. But of course, that’s a self fulfilling prophecy. Those sites which rank most highly in Google are going to get more visitors than those which don’t. So Google has to look to other factors as well. Who’s interacting with this page? Which pages are linking to it? Who’s sharing what’s going on here? Is the website well constructed, well laid out and regularly updated? Does it have a lot of ads and is it trying to spam me?

Search engine optimisation is about presenting the best front to the search engines. Like putting on a clean, smart suit for a job interview. It doesn’t mean you know any more than you did, that you’re any better at selling cars or teaching people karate, but it shows confidence, an ability to meet the required standards and to present yourself well to others. Your website needs to be the online equivalent of a polite, helpful ...
... and confident young man. Not an over confident slob who doesn’t really care what his customers think because he already knows he’s a genius.

So How Does SEO Work?

As we’ve already said, the search engines take a lot of different factors into account when calculating where sites should be placed in results for different searches. Search engine optimisation works to improve your site’s standing across a number of these different factors.

When Google was born in 1998 it worked by following the links between various sites. The theory – and it was a good theory – was that those sites which attracted the most links were the most authoritative. Their robots might not be able to tell which is the best recipe for chicken soup out there, but humans can. And humans are going to create links to that recipe so all their friends can join in the broth.

Links are still an important part of any SEO campaign, but the strategy has to be more considered. Time was, you or I could go out there, create a thousand links back to your site from some pretty rubbish websites and hey presto, we’re ranking. Nowadays, however, the reputations of the sites which are linking to you are just as important as your own. After all, it’s one thing getting 200 links from a backstreet website filled with ads for little blue pills and quite another to get a single link from BBC News.

Search engine optimisation is increasingly a form of technical marketing and generating links from authoritative sites is an important part of what SEO agencies do.

KPI Business Services are a reputable search engine optimisation agency. They’re an innovative company who will work closely with you to generate quality links and make your site a constructive and authoritative part of the online community.
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