Businesses and other organisations increasingly depend on having a strong online presence to succeed in the digital age.

To reach and maintain their desired public profile, companies both large and small are using Search Engine Optimisation (SEO) to maintain their develop online presence and accessibility.

The term ‘Search Engine Optimisation’ refers to the process of increasing search engine rankings to directing as much traffic as possible to a website. Using a range of techniques designed to utilise search engine algorithms, SEO works to increase free (as opposed to sponsored or paid) search results to websites.

Increasing traffic

Using SEO techniques, websites increase their search engine rankings, which improves exposure and visibility. More impressions (people see your ad) and more people clicking through to your website.

Search results are ranked using algorithms which analyse a range of different website qualities which can make the difference between a site being prominent, and being buried under lots of other search results.

There is not a one single method of improving web search rankings; there are many factors, which, in combination, can increase their search result prominence.

Content

The quality and relevance of a website’s content can be a large factor in search engine ranking.

The inclusion of specific keywords on a site can make a major difference in search prominence, but this is only one aspect of the site’s content.

Content that is informative and substantial will rank higher than simplistic, repetitive text, as many search algorithms favour ‘fresh’ content, and informative sites tend to be linked to by other sites - another factor that will increase search rankings.

Structure and Architecture

The mechanics and structure of a website also influence search ranking.

Search engines have various methods of ‘crawling’ sites, gathering data and indexing information about web pages.  The composition of websites can efficiently utilise these search engine crawlers, or create problems for them. 

The more readily search engines can crawl a site, the more effectively the site will be able to be searched and ranked.

The speed of a website also influences search ranking. Google, for instance, ranks fast sites above pages that load slowly. 

Fast loading pages also have the additional advantage of being more favourable for human users, so fast site speed may have flow-on effects for other aspects of search ranking.

Popular sites - those linked to from lots of other parts of the web - will also rank higher in search results.

Search Engine Optimisation is an important element of effective website design, especially for commercial websites that need to be easily accessed via search engines.

Improving search engine ranking increases website visibility, and also click-through rate (CTR) - a measure of how many web users access a site via links in search engine results pages.

Because SEO is made up of a range of different web design principles, companies that specialise in Search Engine Optimisation are playing an important role in helping web developers create the most efficient sites possible.

Predikkta use a range of techniques to make their clients’ websites as accessible as possible through maximising search result rankings.

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