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By focusing on the search terms your customers actually use, search engine optimisation (SEO) helps ensure your website attracts customers, not just browsers.And increasing business while keeping costs low is the aim of every marketing strategy.

The search engine optimisation process can be broken down into four simple steps.

1 - Make sure you prepare before beginning optimisation

The first step in search engine optimisation is keyword research. This involves:
o Using keyphrase research tools to find the search terms which are most relevant to your site.
o Checking keyword saturation.
o Researching the effectiveness of keyphrases that are currently used in your marketing strategy.
o Analysis of current web analytics reports, if these are available.
The next preparatory step is the search engine diagnostic report. This is a detailed review of the technical and structural issues within your site. As the design of your site can impair optimisation, it is important you listen to expert recommendations on site architecture.

2 - Develop a search engine optimisation plan
After the keywords have been agreed and site changes identified, it’s time to produce an optimisation plan. This identifies the tasks that are required for the optimisation to be effective. These include:
o Matching keyphrases to existing pages.
o Identifying new topic-focused pages and matching keyphrases to these pages.
o Developing recommendations for optimisation of Meta data and URLs.
o Deciding on the use of any information panels in addition to the main text.
o The optimisation and use of a site map.

3 - Use best practice and avoid harmful spam methods
Search engine optimisation companies such as MediaCo will use their experience and knowledge of search engines’ ranking methods to produce competitive, consistent results.
While spam methods can result in short-term gains in page rank, it is potentially damaging and can lead to your site being banned from the search engine results pages. Spam methods to avoid include:
o Presenting pages with hidden text.
o Page cloaking.
o Participating in link farms.
o Using multiple URLs with redirects to a single page.
The features of effective search engine optimisation include:
o Visible text, that is relevant and well written.
o Keyword frequency, weight and prominence.
o Quality internal and external links.
o Title tags and Meta descriptions that are succinct.
Of course, the most important part of the optimisation is the main text. You shouldn’t sacrifice the readability of your website to try and improve your Page Rank. If your site is well-presented, visitors will become customers.

4 - Submitting your optimised site
After the optimised content is completed and approved, it is time for it to be submitted to search engines. To make sure the changes to your site are recognised by search engines as soon as possible it should be individually submitted to the directories.

These are the nuts and bolts of search engine optimisation. However, you will have to decide whether to attempt the optimisation in-house or contract it out to a dedicated SEO company.

You are more likely to achieve successful search engine optimisation by using experienced SEO specialists, like MediaCo.

While your online marketing strategy may also include PPC adverts or email marketing, search engine optimisation will improve the visibility of your website and increase business from customers actively seeking your products or services.

Ensuring your site is easy to find and easy to use is one of the most important marketing decisions you will make.

About the Author: Gordon Parkes is an Online Marketing Producer, working for MediaCo. With expertise in search engine optimisation, pay-per-click, email marketing and viral marketing, MediaCo create online marketing strategies for a wide range of clients in a variety of sectors.For more information, visit Search Engine Optimisation – MediaCo.