SEO

What is Search Engine Optimization ?

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results for targeted keywords. On Google search results pages the ‘natural’ or ‘organic’ results are the ones that appear on the left hand side. The Pay Per Click, PPC for short, results are the ones that appear on the right, or sometimes at the very top of the results page. Usually, the earlier a site is presented in the search results or the higher it “ranks”, the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, local information via Google Maps and other mapping services, and industry-specific vertical search engines.

As a marketing strategy for increasing a site’s relevance, Construkt considers how search algorithms work and what people search for. Our efforts may involve a site’s coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site ( this is when the automatic ’scripts’, or ‘bots’ used by the search engines automatically ‘crawl’ meaning read the pages of a web site ). Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. We are carefule to avoid other techniques, known as black hat SEO or spamdexing, which include methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indices.

We may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics should be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems, URL’s, and shopping carts that are well optimised.

SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator’s goals. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising ( PPC ) on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site’s conversion rate.