Demand for the following services from your SEO Company: Code optimisation, Content optimisation, Off-site optimisation, Analytics & reporting, Auditing and Online Marketing Consultancy.

Code optimisation
For maximum visibility in the major search engines, a web sites code needs to be clean and well organised. Infrastructure considerations also need to be made to ensure that search engine spiders are not faced with obstacles or given inappropriate information when attempting to access content. Code optimisation involves meeting certain web standards, applying logical structure and meaning to information and clearing the path to content.

Content optimisation
Body content must be relevant to a users search query if a page is to be selected by the search engines for the results pages. More importantly, content should be engaging, original and updated regularly to gain both the search engines and a users interest. Organisation of content, on the page and throughout the site, is paramount in determining the relative importance of chosen keywords and phrases. Content optimisation increases the relevancy of a page to a users search query and therefore its chances of being considered a good match. It can apply to copy, images, rich media and the accessibility of content.

Off-site optimisation
Due to the democratic nature of the internet, a web sites reputation is based on the volume of relevant and trusted inbound links. These are interpreted as votes by the search engines. The more votes a websites receives, the stronger its reputation will be, and the higher it will usually rank. Off page optimisation seeks to encourage the linking behaviour of relevant and trusted web sites to the target website, and thus bolster the target websites reputation.

Analytics & reporting
Understanding user behaviour and where they came from is essential for judging the effectiveness of SEO strategies and the usability of a website. Analytics can also be used to measure return on investment (ROI). Monitoring navigational paths, referring sources, content performance and conversion goals gives the information necessary for making informed decisions and visitor cost per acquisition.

Site Audits
An initial review of a website will quickly determine exactly how much effort is required to meet objectives and a web sites potential for generating revenue. Mini audits are by no means a full search engine optimisation strategy. However, they provide a cost effective way of establishing the strengths and weaknesses of website and identifying areas for improvement.

Consultancy Solutions
On occasion, web design or marketing agencies require assistance with their client-side SEO work. This can either be because they lack particular skills in-house or simply don’t have the resources at that point in time. In these situations it is sometimes necessary to hire an independent SEO contractor for consultancy, training or outsourcing of services.

Ask for a 360 Degree Approach:

A number of factors need to be considered when optimising a web site for the organic results of the search engines. The cumulative effect of optimising all parts of a website is greater than the sum of its parts optimised individually.

Each factor overlaps with, or is related to, at least one other, and for maximum results the big picture needs to be captured by a search engine optimisation strategy.

This article outlines the elements an effective SEO strategy should cover.

Content: Body content should be relevant and not copied from anywhere else. The density of keywords and phrases should be approximately 5%. Related keywords and phrases can be used to boost relevancy.

Search engines like to see that a web site is serving current and valuable information. Frequently changing content and the addition of new pages will keep both search engines and users interested and can improve rankings.

Titles tags: Titles are the most important tag used by the search engines for determining the topic of a page. They should be relevant, concise, not use repetition and unique to every page. A call to action can encourage click through from the search engine results pages

Inbound links & PageRank: Due to the democratic nature of the major search engines, a web sites reputation is based on the number of relevant and trusted incoming links. The better the reputation, the higher a web site will usually rank. Reciprocal links carry little weight these days. Editorial citations have the most value as these are nearly always human edited. Avoid Pagerank Syndrome: The data that supplies Google toolbar PageRank scores (the green bar) is 3-4 months older than the actual PageRank variable used to sort search results when someone queries Google. Also, PageRank is one of 200+ factors or “signals” as Google calls them, used to sort search results. It would be like focusing on the spark plugs of a race car to determine the winner of a race. They’re important, but not the only consideration.

Indexation: Generally speaking, the more pages a site has indexed, the better its chances are of ranking high. Certain infrastructure and content issues can hamper or even prevent the indexing of pages, and thus, have a negative impact on rankings.

HTML/XHTML & CSS: Weight of keywords, relevancy of a page and a site as a whole and its ‘crawler-bility’ (the ease at which a search engine can read a sites content) can be maximised by effective use of CSS, HTML and XHTML.

Meta tags: Whilst meta tags are no longer used by the major search engines for ranking, they must still be unique to every page and have certain limits placed on character length. For the purpose of ranking, meta tags can actually be omitted altogether. However the description may be used as the snippet in the search engine results pages, so there is an opportunity to increase click through rate.

Keyword choices: The choice of keywords is essential to determining the relevancy of a page. Targeted keywords should be placed in the title tags and sprinkled evenly throughout the body copy, without making the text contrived or the keyword density too high.

Internal link structure: The internal linking structure is paramount to how a site is ranked. Search engines like to see a clear and logical hierarchical structure. This improves crawlability and can help maximise internal PageRank, which solidifies a web sites ranking position. Search engines also give more weight to links found within body content as these are usually human edited.

Spam: Any activity that falls outside the search engine guidelines is considered spam. The potential penalties range from negative impact on rankings to permanent delisting.