Search Engine Optimisation – SEO

Search Engine Optimisation (SEO)
Web based marketing should take a comprehensive and progressive approach, at Zulu Digital we recommend that search engine optimisation (SEO) is an essential part of your web marketing strategy.

Simply, search engine optimisation (or sometimes-termed search engine marketing) is the process of developing your web site to achieve higher organic search engine ratings. There are a number of methods of approaching this process, however, before embarking on a particular direction you should be clear about the long term benefits and potential pitfalls your strategy may have.

Web site Structure and SEO
Search engine optimisation involves ensuring that your site is correctly structured to firstly allow search engines to access and read the content of your site, this will ensure the search engines can evaluate and rate your site for relevance. Your web site may be constructed or developed in such a way that your content is hidden, which may adversely affect your ratings and your chances of improving your natural rankings. The way search engines crawl and index your site is constantly changing so it is important that your search engine optimisation methodology takes account of this and regularly updates your web site to reflect this.

Secondly, the site should be correctly tagged and laid out so search engines can quickly see the key components and context of the site. The more relevant the site content and the more frequency your web sites content is updated the higher the search engine will indexing the site.

Dead links and SEO
Your web site search engine optimisation provider should ensure that there are no ‘dead links’ within your web site. A dead link is where a page does not lead to a page and is often found in sites that have large number of content pages or sites that have been updated. A site with broken links will adversely affect your rankings and should be regularly checked and reported.

Link building and SEO
There are a number of other methods of improving organic listings, one of the most popular is link building. In simple terms the more links your web site has the better search engines rank the site. A reciprocal link is rated higher than a one-way link, it is also important to note that both the relevance of the linked site and the page rank of the linked site have significant impact on the success of this approach. Zulu Digital recommend planning a link building strategy before embarking on a link building program, we maintain the quality of the link by ensuring that the reciprocal link is continuously maintained.

Publication and posting of content for SEO
Your web marketing strategy should aim to regularly published content; this should be posted on reference sites which will increase the number of other sites that reference or link to your own web site and will improve your organic rates with search engines.

When a well developed SEO campaign has matured it will deliver outstanding return on investment.