SEO describes a set of methods aimed at improving the number and quality of visitors to a website from search engine listings, principally from the ‘organic’ website listings. ‘Organic’ listings are the pages of websites returned by a search engine when Web user enters a given keyword or search term – excluding any listings that have been paid for.

 As more web site owners become aware of the benefits of SEO, the demand for SEO services as part of web site design and emarketing has increased significantly. Ranking highly in the organic search results can provide qualified and better targeted visitor traffic at a potentially significant saving over paid ‘pay per click’ advertising. 

Different sites have different optimisation goals. Some sites seek any and all visitor traffic that they can attract and may be optimised to rank highly for common search phrases. Alternatively, many business sites try to optimize their sites for large numbers of specific keywords that indicate a strong interest in their products or services.

Different search engines have different rules and routines against which a website must be optimised. By far the most popular and best-visited site is Google which continuously revises its rules to ensure sites do not use ‘cheats’ to gain higher rankings and is thereby able maintain the integrity of searches made by visitors to Google. Transgressions by sites against these constantly moving rules and criteria can lead to sites being demoted in rank and even banned.

Overly-broad search optimisation can actually hinder emarketing strategy by generating a large volume of low-quality inquiries that cost an organisation time & money to handle, yet don’t actually convert into real sales. Focusing on highly-specific traffic generates better quality sales leads, resulting in more sales.

Effective’s SEO Services are therefore focused on working with the site owner to identify the core product(s) or service(s) offered by the site and then optimising the site and paid-ads for specific keywords to generate better targeted traffic. This approach aims to maximise the use of the emarketing budget by reducing wasted advertising costs from paid-for advertising and hence enhancing profits.

We have a well-defined process for handling Search Engine Optimisation assignments consisting of 6 phases :-

1. Initial Information Gathering
Defined Outputs –  Clearly documented objectives for the site; site admin details

2. Baseline Assessment
Defined Outputs –  objective report measuring current status of website in agreed search engines

3. Technical Assessment of the Website
Defined Outputs –  raw data and expert opinion as input to Phase 4 

4. Assessment Report
Defined Outputs –  formal report with agreed actions 

5. Re-measurement of the Website
Defined Outputs –  objective report measuring enhanced status of website in agreed search engines identifying improvements that have been made

6. On-going maintenance & measurement
Defined Outputs – monthly report on site status with specific recommendations for further action