The internet is a wondrous entity; it exists on many levels, like parallel universes within the fabric of space and time. For every search term that is in existence, there are a multitude of pages that have the potential to appear on search engine listings, and every page that exists could appear for any number of key terms. Search engine optimisation, also known as SEO aims to make a page appear for a specific search term so that those who are using the internet can find what they are looking for immediately.
The aim is to get the search engine provider to view a specific site as relevant according to a specific key word or term. This can be as simple as a website selling skateboards being found when someone types ‘buy skateboards’ into a search engine. Of course there are many people that probably want to sell skateboards online and therefore they are all in competition with one another.
This is when a company may employ the services of a search engine optimisation company to make sure their site is as compliant as possible with the rules and regulations that govern search engine listings. There are good and bad ways of optimising a site, known as white hat and black hat. Black hat tactics generally break the rules laid down by search engine providers, and although they may achieve prominent listings, this will be short lived.
White hat search engine optimisation on the other hand makes sure that the web site in question achieves listings naturally, which will lead to a sustainable high listing. To do this, the site must be relevant in terms of a keyword and content compatibility. However, many suppliers of products sell more than one type of item, and therefore will want to achieve a prominent listing for a multitude of search terms.
As an example, the company that sells skateboards might also sell knee pads, spare wheels and grip tape. For maximum potential gain, this particular company would want to have a high ranking on every relevant search term to attract people that want to buy skateboard accessories as well as skateboards. This is when the internet can mimic cosmological theory and produce an array of possibilities depending on what a person has typed into a search engine. Search engine optimisation techniques ensure that a website can rank first page on every term, maintaining a universal equilibrium across the World Wide Web.
Dom Donaldson is a marketing expert.
Find out more about Search Engine Optimisation and how ethical SEO practices can boost visibility in search engine listings at High Position.
