There are 6 tactical parts to our Organic Search Engine Optimisation. (By organic we mean natural search engine results as opposed to search engine advertising.)

Each part must carefully thought out and implemented to ensure your website has the best chance of being naturally ranked and listed. Doing so may mean that you have no need to pay for online advertising such as google adwords or banner adverts, if you still decide to invest in these methods for a more targeted return we provide online advertising services too.

Search Engine Friendly, Standards Compliant Pages

It's no secret that El Robotos like accessibility, but Search Engine Robots prefer websites that are accessible too. One of our accessibility practices is to build websites methodically to separate page content from design - while this has no effect on your appearance to a web user it means that search engines can get straight to the important contents and keywords without being distracted or diverted by graphical elements. More information on accessibility practices here.

Keyword Research and Considered Selection

When we ask our clients to provide a list of keywords, more than often the majority are identical to those in use by the competition. El Roboto will tweak your search terms by thinking from a consumer perspective, analysing keywords in use by your competition, and utilising tools and statistics to assess search term trends and popularity. Getting the right mix of keywords ensures the intended audience can find you without being swamped under by competitors using identical generic keywords.

Content Relevance and Keyword Density

Once we've got the right list of keywords we'll usually need to go through a similar process as stated above and tweak your content slightly to make sure that the right keywords are featured on the most relevant pages in your website.

We carefully maximise the density of their usage within the page content ensuring that the page is balanced enough to read well and rank for the said terms, but never overuse terms so that search engines or users see the pages as spam.

Webmaps, Error Pages & URL's

There is still a lot more to organic optimisation than getting your content and keywords right, we create files to instruct search engine robots which parts of your website they can and can't look at (ie: there are no benefits to allowing a search engine to go through a folder of images or a password protected administrative area).

We also configure your website to deal with unexpected page requests by building custom error pages, so instead of seeing a typical "Error 404 - Page or Document not found" page, your users can still see relevant content and navigate easily to the correct page.

With further configuration we modify the way the server handles page requests so dynamic content from you site has a static URL. For example, when shopping online you may notice extremely long URL's in your address bar, often along the lines of:

http://www.something.com/product.php?id=291038&view=992&order=22234

The problem with these dynamic addresses is that search engines cannot track them. The configuration we mentioned would allow us to convert this to a static URL, something like:

http://www.something.com/products/robot_toy/

This is much better looking to end users and preferential to search engines.

Search Engine Sumbission

Further down the line, once your website is built and approved, we'll upload and submit its details to the leading search engines. Organic Optimisation will not return instant results, it can take up to twelve weeks for your website to index, but this investment will provide a long term return and getting it right will ensure that your website performs well and competes on keywords once it is indexed.

Backlink Generation

Now that your website is optimised we need to get it to rank well. Ranking is a popularity exercise and any website that contains a link to yours counts as a vote for you, increasing your popularity and ranking.

A lot of people think it would be sufficient then to go on to 1000 message boards and create a link back to a website, but it's a little bit more complex than this. It's important to retain some quality control with back-links, links to your website from 50 highly ranked websites will benefit you much more than links from 500 low rank sites. You should also be looking to get back-links from sites with content related to your own, but not necessarily your competition.

Back-links work in a number of ways, some websites ask that a fee is paid, some ask for a reciprocal link in which you are required to link back to their site from your own, and some sites are free for all directories.

Because we specialise in design we have advantages in being able to submit your site to a number of Web Design Awards portals. These portals are all very highly ranked and submissions are free because if your website is featured you are contributing good content for the portal's visitors.