Search Engine Optimisation
So, what is Search Engine Optimisation? That is the million dollar question. And we can almost guarantee you that for every person you ask, you’ll get a different answer. That’s because marketing to the search engines is like any creative endeavour: cooking, painting, carpentry, etc.
If you ask five people to bake a cake, you’ll get five unique cakes each with different ingredients. Ask ten people to craft you a chair and you’ll get ten distinct pieces each with its own style.
Because the search engines change their ranking algorithms (the process they use to analyse a website’s reputation and ranking) so often, and they each use such widely varying criteria, there are literally hundreds of ways to promote your site to the first page of search results.
However, there are certain universal guidelines regarding what central principles and elements are vital to your search marketing strategy. There are also very clear rules against certain practices that attempt to cheat or trick the search engines.
Over the next few pages we explore the following: