Search Engine Optimisation (SEO)

Typically, the earlier your website appears in search results displayed by search engines like Google or Yahoo, the more likely visitors will choose to visit your site. Over 200 varying factors are considered by search engines when determining where your website should be positioned in search results. These factors can range from keywords and keyword density, URLs and suitably named pages, and internal and external page links.

Search Engine Optimisation is one of the most important stages of web application development. Our product range has been specifically designed to make the management of key factors such as friendly URLs, tagging and keyword usage an easy task. By combining our products and experience of delivering optimised web solutions, you will benefit from increased web traffic and have the opportunity to realise the potential of your website. Below are key factors to consider as part of the O.P.T.I.M.I.S.E. process.

O - Overview

As part of your business strategy, consider where you want to place your business online. This includes the categories you are putting your website into, eg. hotel, florist, hi-fi equipment etc. The keywords and content you use in your website will have an impact on where and when your website is listed in search results.

P - Popularity

Search engines consider the quantity and quality of inbound links to be a very important factor when ranking your website. There are a number of types of link which are useful for increasing website popularity; inbound links and internal links are perhaps the most beneficial. Inbound links are important as they are a good indication of how well connected and popular your website is. Inbound links can be developed and increased as part of optimisation.

T - Tagging

A tag is a keyword associated with a piece of content on your website. Tags can be used to define keywords which describe page content and are used by search engines to create a digital image of your website. Consider keyword density when adding tags.

I - Indexing

Both Google and Yahoo use crawlers to trawl through your website, producing a 'map' of website content. This 'map' is used by search engines when a visitor performs a search for a website. The structure of your site must be optimised to facilitate indexing. Use an XML sitemap to ensure all pages are found. Make webpage addresses as search engine-friendly as possible. Use words which are relevant to page content. 

M - Measure

It's important to measure the effectiveness of your website's optimisation. By using tools such as Google Webmaster Tools, we can analyse and review how well your website is working. By using key metrics, it's possible to improve and further optimise your website where necessary.

I - Invest

Search Engine Optimisation takes time and experience. It can't be achieved overnight, and requires good planning. At Click Innovate, we invest the time to optimise your website and consider it part of the ongoing partnership we develop with our clients.

S - Standards

By adhering to web standards, Search Engine Optimisation is supported. Structured code helps to improve the search engine's ability to effectively index web page content and well-formed HTML improves the efficiency of search engines to correlate information about your website.

E - Evolution

Your competitors' websites are constantly changing and becoming more developed and optimised over time. It's important that your website does the same. New content needs to be regularly added and your website needs to constantly attract new visitors whilst keeping existing visitors interested.