SEO or to use its’ full acronym is Search Engine Optimisation. Lots has been said and written all over the net on this extremely demanding topic by every self-effacing Marketing expert today

Indeed, I’m sure if you trawl through a search on Google for the term SEO you will probably find countless entries on the subject and herein lies both the explanation and the ensuing problem

Confronted by a vast number of websites to pursue one’s search further, an average searcher will click on perhaps 20 websites to find what he/she is looking for at best

So what happens if your website is ranked from say 30 or 40 or a 100 upwards? The chances are you will be one of the very lucky ones if your website receives any traffic worth mentioning at all

SEO at it’s very core if applied correctly is designed to rank a website/webpage, for a pre-defined set of keywords, at the very top of the search engine thereby ensuring that a particular website has more chance of being clicked on than that of its’ competitor’s ranked below it

This then should mean that a website having been thus optimised naturally rises to the top of the search rankings for those specific keywords. Alas if only life was so simple!

Notice, I did say if correctly applied but how do you know what to optimise and how much to do?

Badly cobbled together webpages with too much optimisation or indeed too little unfortunately end up being either buried in the deep recesses of the results or get shelved by the search engines altogether


Imagine that you have a shop selling ice-cream on a very busy high street full of other ice-cream sellers, each one offering pretty much the same thing that you are

How do you go about attracting customers over your competitors. The answer is that in the real world it is much harder to jostle for the number 1 spot without spending a fortune on advertising, marketing and company branding

Fortunately, in cyberspace given the same scenario the playing field is somewhat easier and a whole lot cheaper too

The secret is getting your webpages right the first time around so that you can take full advantage of table topping rankings and great traffic as a result

But don’t worry if you haven’t enjoyed much success with your website to date, existing webpages can be tweaked and manipulated to become more search engine and visitor friendly

On page and off page SEO techniques can be applied to catapult your rankings to the very top of the free search engines bringing much needed traffic and more importantly an increase in revenue

Finally, there is also another knock on effect to better rankings but more on that at a later date…


This section applies to every website owner be it well-established or a fledgling start up

1. Evaluate – Always put yourself in the shoes of your potential site visitor. Looking at it from their perspective ask yourself these questions: Does your website/webpage have the necessary content to attract and keep their attention? Is your message clear, well thought-out? Do you have a strong call to action?

At first this may seem a rather difficult or tedious process, but I always advise my clients to spend some time on it simply because even if you do enjoy top rankings it doesn’t always necessarily follow that your sales will also increase as a result

In time however, this will become a part of your thinking process naturally and will stand you in good stead when you decide to launch a new product online or a new website etc;

The key here is to provide the client with what they came to your website for in the first place and in so doing stimulate their buying interest at the same time

2. Monitor – In cyberspace a lot can happen very quickly. I’m sure that almost everyone must be aware of utter havoc created by the Google Florida updates in November of last year

Just to quickly recap, Google started enforcing their guidelines and had grown tired of those website owners using “spammy optimization” techniques and having little or no real content