Search Engine Optimisation (Australia)
for Good Search Engine Positioning

Search Engine Optimisation: What is it?

Search engines are very smart Internet services. They help users to find web sites, documents, images and other information on the Internet. The number of existing web sites is incredible and only limited number of places exists on the first pages of search results.

Search engines use their own criteria to determine which pages are more relevant to particular search terms. Hopefully major search engines have published recommendations on good and bad technique of search engine optimisation.

Search engine optimisation (SEO) is a technique of adjusting the web content, structure and layouts in order to achieve better search engine positioning. Search engine optimisation has to be the first issue in the Internet marketing of the web site.

Search Engine Optimisation: the Key Elements

• Good search engine optimisation starts with relevant content. We consider a good web page to have 350-500 words.
• Without the META tags and title search engines would be blindly guessing what is your web page about
• Key phrase density and prominence (how often and where the key phrase is used in the content) play a role in making a search engine positioning decision.
• Links popularity - how many web pages have links to your web pages. This factor is so important that it became a commodity. Links are for sale now and ones in competitive areas attract thousands dollars in price.
• Additional elements such as alternative text in images, title on links etc.

Search Engine Optimisation: the Show Stoppers

Search engines punish web pages that use technique like:

• Keywords stuffing - repeating the keywords in META tag keywords
• Invisible Keywords stuffing - Hidden text (font same color as the background)
• Poor neighborhood - links to you pages are placed on inappropriate pages
• HTML frames
• Dynamic content with HTTP parameters
• Flash

Search Engine Optimisation and Human Factor

Search engine optimisation targets search engine positioning. However it shouldn't spoil the web visitor's experience.

In our web site marketing practice we consider web pages good if they

• load fast enough even on slow connection
• present relevant web content
• load fast enough even on slow connection
• easy to scan with your eyes
• lead visitor to the point of sale or call to action
• easy and cheap to maintain