What is Search Engine Optimisation?


Search Engine Optimisation (SEO) improves a website’s placement within search engine results pages (“SERPS”). Through our understanding of the methods (“algorithms”) that search engines use to rank a page, Direct Digital Response can make your website appear on the very first page of a search engine’s listings for relevant keywords. These keywords need to be carefully researched and analysed and then over a period of time used to enhance the websites position in SERPS. The chosen keywords (“keyword anchor text”) are then used as part of a backlinking process. The website itself needs to be designed and built in a way that is search engine ‘friendly’ (“on site / on page optimisation”).

If you have joined the Direct Digital Response Knowledgebase you can get a full report about Search Engine Optimisation and how you can do it. Click here for free access

The Role Of Search Engines

Search engine optimisation combines processes, features, additions and ongoing changes to a website in order to achieve top rankings in the major search engines. Google, Yahoo!, MSN, and Ask all operate differently (though with some similarities) based on their respective “search engine algorithms” and therefore they look for different ranking criteria. Direct Digital Response can make your site friendly to all of these search engines at once.

The major player in the search engine space is Google, with over 70% of searches being done there. There are also other sites which are not at first considered a search engine, but are being used this way, YouTube for example is unofficially the 2nd biggest search engine after Google.

Point To Consider:

The next major advance in search engine strategy is to accomodate the increasing number of searches being done on “second screen” platforms such as iphones, ipads and smartphones. This is an important strategic and creative consideration and we recommend you read our mobile marketing section.

The Role Of Keywords

We have all used a search engine to research or find something online. It is also very likely that in these searches you use 2, 3 or 4 word long phrases as part of your search query. The is the first step in SEO – understanding the keyword search phrases that are relevant to your niche. The choice of keywords need to match what is actually being used by searchers in your niche. These keywords are then used to create links to your site internally and externally.

Keyword Fundamentals – these are 3 of the most important factors we use to determine the suitability of keyword phrases for a customer’s SEO campaign:

    • Relevance : are they actually being used
    • Possible : is it achieveable to rank first page for the selected keywords
    • Money: are the keywords likely to lead to buyers

Point To Consider:

Whilst it can of course be advantageous to rank for 2 word phrases e.g. Gold Watches, it may not be that this phrase is suitable. Suitability and feasibilty of keywords is an important factor to consider before and during an SEO campaign.

The Role Of Linking

Through the utilisation of technology and some well established ages old principles, the search engines view links to website pages as a vote for that web page. This ‘vote’ – if it looks natural and is from a trustworthy source – when processed through the search engine algorithm, tells the search engine to rank that page higher.  That, however, is just the start of an intricate and some might even whisper, mystical, process that simultaneously gives webmasters, entrepreneurs and marketers sweet dreams and feverish nightmares.

Point To Consider:

Link sources need to be diverse and authoritative. They need to be of good quality and at the very least look ‘natural’.

The Role Of Your Web Pages

A wise man once said during the early days of Internet Marketing, “content is king”. An often over used and re-purposed phrase however it is very apt for SEO. Webpages need to contain a mix of content relevant to the keyword phrases being targeted. This does not mean “stuffing” the web page with the targeted keywords, but means producing well written niche content and publishing it to your site on a regular basis.

Point To Consider:

Has your web designer “broken” your business? If they have not considered important ‘on-page’ technical factors when contructing your site they may have destroyed any hope you had of appearing on the first page of Google. This damaged is not permanent if spotted and fixed.

Why You Need Organic Search Engine Optimisation

Search engine traffic has been increasing at an even more rapid rate than Internet usage. According to Jupiter Media Metrix, 80 percent of Internet users start off in search engines before they buy a product or service online. Not appearing in the top listings for your specific keywords can mean the difference between the success and failure of your online business.

Not only that, but it is a fact that most searchers do not get past the first page of results. At minimum you need to be listed on the first page of Google results.

It is highly likely that your current understanding of how SEO works is out of date and possibly even harmful to your business therefore it is important that you work with a team who can provide you with the latest methods and most cost effective way of optimising your website.

How We Evaluate Your Business For SEO

To establish the current performance of a client’s websites in Google and other main search engines, we carry out a detailed evaluation. Using this evaluation we are able to propose a search engine optimisation strategy. The evaluation covers the folowing critical areas:

    • Business analysis
    • Niche analysis
    • Keyword research
    • Current ranking evaluation
    • On site SEO evaluation
    • Off site SEO evaluation