Search Engine Optimisation (SEO)

SEO is the proactive process of optimising a web site in order to increase the traffic received by the search engines.

Companies that practice SEO vary their approach from a highly specialised focus to a broad and general strategy. In its simplest form Search Engine Optimisation is performed by improving internal and external aspects of the site once a website has been launched. The two key areas in the industry are often referred to as "On-Page" and "Off-Page" optimisation.

On Page Optimisation

This typically consists of web page or site wide changes that can be made to increase visibility, traffic flow, call to action conversion and brand awareness without having a negative effect on the end users online experience. Various techniques from altering meta tags consistent with the search engine guidelines to altering existing copy and adding density to specific "key phrases" are all used to help keep the site within the "theme" of the target audience. The larger search engines (Google, Yahoo and Bing collectively known as "The Big Three") actively set the bar regarding what are legal and illegal practices in helping raise the profile of a website. If the aim is to achieve a high rank in Google it is therefore necessary to stay up to date with their existing recommendations if you are to be found under the terms you expect your visitor to be searching for. Whilst a common sense approach can be used by setting out a site wide template, a structured navigation menu and segmented page categories, today it is widely acknowledged that ongoing optimisation of some kind should be performed on a regular basis. The frequency of this is dependant on the size and type of website you own.

Off Page Optimisation

This type of optimisation lends more to brand awareness then actual site improvements. In the past the focus was on link building between other web sites and your own but as the search engines have become more competitive and better at filtering out irrelevant content there are a number of additional areas that need to be focused on if you are to achieve a balance between sensible inclusion and blatant self advertisement.

At Widescope, we've been building sites that are optimised for over a decade. In the past two years we've seen the number of customers that require SEO beyond basic optimisation increase dramatically. Since 2005 the number of company related websites has increased to the point of saturation meaning much more competition in all of the search engines. With Google leading from the front and with the introduction of social media (Facebook, Myspace, Twitter) actively promoting a website has become more difficult for the average web site owner.

Product placement, themed link generation and brand awareness are three of the many key factors we work on to help raise the profile of our customers web site. With a number of different options ranging from a one off "SEO Refresh" to maintained monthly submissions we cater your SEO package to your target audience, type of business and budget.

Search Engine Marketing (SEM)

Search engine marketing is a long winded but highly rewarding process. At its core it focuses on a continuous process of evaluating traffic to and from the website interspersed with competitive analysis, the development of trust factors and the creation of unique "fresh" content. It is an extremely labour intensive part of running a succesful website but also very lucrative if done correctly. Although there are numerous subsets in terms of SEO that we work on, there are four core components we deal with. These are;