search engine optimisation

Peter Maycock

search engine marketing

The Art of Search Engine Optimisation

Search engine optimisation is an art not a science, theoretically it should be possible to analyse a search engine's algorithm and apply the knowledge gained and achieve top rankings. However, many minds, trained in maths and science, cannot generate these top rankings as the secrets of the search engines are many and varied.

Think of the search engines as a range of mountains. If you want to get the top of each mountain you are going to need a guide. Now no one person knows every rock face and valley, every plateau and gully - it's not possible - what you need is a guide that understands the territory.

Search engine optimisation for search engines like Google involves feelings, ideas, gut reaction, experience, instinct and experimentation - as well as the more conventional optimisation techniques. The algorithms employed by these search engines are contstantly being upgraded and "tweaked" in an effort to provide more relevant results for people that search - thus part of the skill of search engine optimisation is a reverse cause and effect scenario, where we see the effect and try to figure out the cause.

As part of a balanced online marketing plan, search engine optimisation is primarily concerned with a site's position on the results pages and the amount of traffic driven to the site. Sometimes called search engine placement, the purpose of this exercise is to understand exactly what a search engine wants to see on a page to consider it to be important enough to have high ranking. The other main factor in search optimisation is the number and quality of inbound links pointing to a page - read more about this here.

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