Search Engine Optimisation

As an Internet marketing strategy, Search Engine Optimisation (SEO) considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience.

In general, the higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

SEO targets different kinds of search, including images, local searches, videos, news and more and involves editing the content and website coding to both increase its relevance to specific keywords and to remove barriers search engines may encounter when indexing your website.

While the optimising of the site and it's pages for the content is one area of SEO (on-page), promoting a site to increase the number of backlinks, or inbound links, is the other half of SEO (off- page optimisation).

Searcher Intent

When looking at building a website or improving one, it is important to look understand how people search to maximise the traffic potential to your site.

Searches are performed with intent, the user wants to find something in particular, rather than just land on it by happenstance. There are 3 types of intent for search queries:

Navigational Queries

Intent of surfing directly to a specific site. Opportunity: pull searcher away from destination.

Informational Queries

Primarily non-transaction orientated (but can include research about product or service).
Information is the goal and no interaction beyond clicking and reading is required.

Transactional Queries

Not just credit card or wire transfer but free trial account, paying a bill, finding best local restaurant for dinner tonight.

80% of searchers are informational in nature.

Build a relationship with users of informational content and they may be more likely to come back for a related purchase. General queries often get the brand and site on searcher's radar which initiates trust. The user will move on to specific searches that are more transactional or navigational in nature.

Example: Fox's Yacht Sales, Beneteau Main Distributor

  • Keyword
  • Position*
*Source: - Data correct on October 2011.

Find out more and speak to one of our custom site specialists today.