Search Engine Optimisation

What is Search Engine Optimisation and Why Should I Care About It?

Search engine optimisation is the process of leading search engines to your website by using keywords. Most internet users utilize search engines to find what they’re looking for. To do this, they simply type in a few terms they’d like to get more information about. The search engine scours the internet using “spiders” to track down the most relevant and useful websites to bring it back to searchers.

If it’s what the user is looking for, the search engine will probably be looked upon favourably. The content, in turn, will be look upon in a positive light as well by the search engine. Everyone wants THEIR site to be the one brought in by the spiders, but how do you do it? You do it through search engine optimisation (SEO).


There is always a good versus evil battle going on – even when it comes to SEO! White Hat techniques are those that search engines and search marketing guide approve of. They follow the rules and do not involve any deception. Additionally these techniques ensure that the content the spiders see is the same content end users will read.

The same cannot be said of Black Hat techniques. Black Hat techniques are designed to trick spiders and foil human visitors. They are underhanded and should never be attempted. You may end up getting banned from the search engines. Do it the right way the first time or it’ll all be a waste.

Driving traffic to your website is all about using keywords with a high demand and low supply while giving the reader valuable content they can use. This is vitally important. Pages filled with fluff and nonsense rarely rank highly and they surely don’t rank well for long.

The first step is to identify your specific keywords. Make a list and do a search. Look to see what words are searched for more than others and try to create compelling content incorporating those words. Just remember not to try and trick the engines. If you’re sure that the keyword proposal idea refers to business ideas and not marriage, don’t trick visitors into coming to your site. This will only hurt you in the long run because search engines can tell if someone quickly hits the back button once arriving.

Remember to incorporate keywords into your content rather than incorporating content around your keywords! The copy shouldn’t be too keyword heavy. This turns both the human and spider visitor off. Most usually aim for a 4% keyword density.

If you are unsure or nervous about undertaking your own SEO work, there are plenty of experts you can hire to point you in the right direction. Some can even do it all for you! Research your options and explore your providers before making any decisions.

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