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Search Engine Optimisation (SEO)
What is SEO?
SEO improves a website`s coding, content and link relationships so as to achieve a high position in ‘natural’ or ‘organic’ listings on the search engine results page (SERP) for specific search terms.
In principle, the SEO process involves six distinct phases:
- Keyword Strategy
- Site Design & Structure
- Optimising Web Pages
- Getting Indexed
- Monitoring and Adjustment
Since an SEO campaign revolves around search engines, it is essential to understand how they work. Web-users often assume, when searching for a specific site that the search engine actually goes out onto the Web to ‘look around’. In fact, the job of searching the Web is vastly more complex than that, requiring massive amounts of hardware, software, and bandwidth. Search engines use automated software programs called spiders – known also as robots – to collect information about individual web pages. The main job of a search engine is to find Web documents, and download and store them for further analysis.
For search engines, the primary unit of data is a web page and anything that describes that web page (other than its content) is metadata. Metadata usually includes the page’s title, links, and the website’s description. It is vital not to exclude metadata from your website as you will only lose out in your search engine rankings.