What is SEO (Search Engine Optimisation)?

Search Engine Optimisation (SEO) simply means the process of enhancing a website for better ranking in the results of a search engine. The purpose of SEO is to increase visitors to your website. The higher your website ranks in search results, the more chance you will have of people firstly finding you, and secondly actually choosing your site to view.

The benefits of strong SEO are that you are reaching customers who are already actively looking for your product or service. So rather than pushing towards a ‘cold’ audience, your prospective customers have found you all by themselves, exactly when they needed you.

People will tend not to click through pages and pages of search results, therefore ranking high in a search engine is essential to direct more traffic toward your site.

Some helpful tips when preparing for your website project …

Content, structure and website navigation

Content that is well structured, relevant, grammatically and factually correct is a great aid to search engine optimisation. Be specific about what you offer, and unique. It’s vital that your website content and its message is clear, relevant, and meaningful for the person viewing it.

Good, useful and interesting content will bring users back to a website. But only if they can find it! Structure the content so that it is easy to navigate around, and use terms that are relevant to your target market. A customer will not spend long in a physical premises if it is uninviting, if they cannot move around with ease, or find the layout confusing or staff unhelpful. It’s much the same for a website.

In the same way, new and updated content is as important to your traffic as a shop window display. Give your prospective clients a reason to keep visiting, and they’ll be much more likely to return.

Returning users who do like a webpag’s content are more likely to link to that site, and inbound links also help search engine rankings.

Title Tags

The “Title” Tag is the “name” of the web page; you can see it on a desktop by hovering your mouse over the very top of the browser window.

The title tag tells users and search engines what the topic of the page is.

Here is an example of a title tag:

“website and graphic design Orange Central West NSW, logos, marketing for online and multimedia”

A page title tag should include a few relevant [to the page content] keywords, it should be short, but descriptive. It’s there not only for search engine indexing but for users searching for your products or services.

Description Tags

If a title tag is a few words or a phrase, a page’s description tag could be a couple of sentences or a short paragraph. Search engines may use these as snippets for your pages, and in the search engine results, this is one of the reasons a person reading through the results may click on your website, if it seems more relevant to their search. Remember, the description tag should make sense to a human being. See the example below:

Search engine results screenshot

Permalinks – URLs that are simple to understand

Permalinks use words and short phrases as the extended URL or web address for your website pages. A content management system that allows you to add unlimited pages may, by default, have page addresses like this:

“http://www.webaddress.com/folder/100468/x1/00029.php?=231/etc/etc/etc”

This means nothing to a person and very little to a search engine. A permalink with relevant words is much more descriptive and memorable, for example:

https://www.saucedesign.com.au/web/seo-search-engine-optimisation/

Clean Code

Complying to W3C standards gives your site a longer life cycle and helps to make it accessible across different browsers. A High quality markup (clean html code) will also help to boost your search engine rankings.

Accessibility

Making your site accessible for all users, including for visually or hearing impaired users, is not only best practice but also helps a search engine to browse your site. A search engine crawler does not look at your site visually, rather it ‘reads’ html text and also title tags. Avoid relying solely on images to display site content (unless it’s for visual elements). Meaning, text should be actual text, images should use ‘Alt’ tags and descriptions etc.

Want some more in-depth advise on search engine optimisation?

We have links to downloads and helpful articles on our resources page. All Sauce Design websites are developed using best industry practice methods and are search engine friendly.