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Most relevant surveys agree that over 90% of all internet searches in the UK are now made with Google search. This enormous market share and near ubiquity in the UK’s online activity has one clear implication for businesses who want to optimise their websites – Google optimisation is everything.
Employing Google optimisation specialists to boost your position in the results of Google searches for relevant keywords not only increases the amount of click-through traffic to your website but also instils confidence in users that your site has been returned by the UK’s most trusted internet search provider.
How does Google Optimisation work?
Companies that specialise on Google optimisation offer two main services:
Organic Search Optimisation
Google uses specially designed software (‘robots’) to constantly scour the world wide web, reading and indexing pages. All this information is stored in copious data on computer systems around the world. When someone enters a query into Google there is a defined set of rules that Google uses (the ‘algorithm’) to populate the natural search results (those on the left hand side) with web pages that are relevant to the keywords entered. Google keeps the algorithm used under wraps and changes it almost continuously. Google optimisation experts therefore need to use a mixture of statistical inference, trend analysis, examination of Google patent applications and plain old trial and error to try to work out what the rules are and how to exploit them to the benefit of their clients’ websites.
There are several techniques that organic SEO employ to maximise search rankings and click-through traffic. These include:
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Keyword Content – Placing keywords on your site in the right position to attract the attention of Google’s robots and let them know that each page is a valuable source of information for that particular keyword.
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Link Building – Google’s robots will rank your site higher the more links there are that point to it from other quality websites. Finding the right sites to link from and getting the website owners to link to you is a huge challenge.
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Blogger Outreach – Google loves blogs and gives them a huge say in determining relevant content. Getting bloggers to be aware of you and link to you is massively beneficial.
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Social Media – Becoming an authority on your particular area of expertise will ensure more links and more online presence. Engaging with social media in the right way and building a community of connections bolsters this authority status.
The best organic campaigns employ a mixed strategy to mitigate the risk of poorer rankings when Google makes changes to its algorithms.
PPC Optimisation
As well as the natural results for a search, each search engine results page (or SERP) also contains a section of sponsored links. For every keyword, Google auctions off these positions to the highest bidder i.e. the company paying most for a click on their link will occupy the top position. This is a dynamic process, two clicks on links targeting the same keyword seconds apart could cost different amounts. Google optimisation specialists will help you manage your ‘AdWords’ campaign to ensure you’re bidding on the right keywords at the right time to maximise the amount of relevant traffic you get from your budget.
Quotes for Google Optimisation
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