google or bust
Search Engine Optimisation (or SEO), is the process of making a website visible to search engines and is primarily a function of its structure, keywording, links and written content. Search Engines, Google in particular, are so important to a site's commercial success that the process of optimisation represents almost half of the total website development time.
Rather than wait for a search engine to stumble upon your website purely by chance (which could take months), ipinx manually registers every page of your site independently with Google, Yahoo and Bing.
Submitting pages separately in this way gives your site multiple entries in Google, and allows keywords to be specifically tailored to the subject of each page (see; 'keyword dilution' in the bonus content below).
search engines read words
Not just the obvious, visible, copy that we all see on the screen, but also the hidden 'meta' text that lurks beneath the surface and is used by Google, Bing & Yahoo to decide whether your site, or your competitor's, will appear highest in their results for specific search queries.
SEO is one of ipinx' key skills and is fundamental to the design of your website's infrastructure. . . so it is built into the DNA of every page!
<< choosing your words carefully >>
what is a keyword?
Not to be confused with commercial pay per click products of the same name, the term 'keyword' refers to any word or phrase in your site that may be entered as a search query by potential customers. The better the match, the higher that page will appear in SERPs (Search Engine Results Pages).
Google, Yahoo and Bing take their keywords from the visible text on your site, the headers, and all of the website's hidden (or; meta) content.
Although some industry terms and technical descriptions may be second nature to you, a potential customer won't necessarily know the terminology and so is unlikely to search for them.
If you sell beds for example, don't waste valuable keywords on terms such as 'open coil Bonnell spring', 'Marshall coil' or 'Gel hybrid'. . . when the vast majority of the public will simply use; 'mattress', 'cheap mattress' or perhaps, in these enlightened days, 'memory foam mattress'.
Following on from the previous point, the simple mathematical truth is that the greater the number of different keywords you try to stuff into any given page of a website, the less effective each one will become. This is another advantage of registering every page with Google, as if it were a website in its own right. . . each can then carry keywords that are limited to, and support, the subject of that page.
Google is likely to afford a higher average position in SERPs when a search query also matches the word order of a phrase in your site. An example; people living in, say, Pembrokeshire, are nine times more likely to search for 'gardener Pembrokeshire' rather than 'Pembrokeshire gardener'. Think about how you apply such geographical filters when you use Google!
meta (invisible) keywords
On a desktop or laptop computer, roll your mouse over any link on this page and you will see text appear. This is an anchor 'title tag', just one of the many elements of meta information embedded in the page. . . invisible to users, but readable by search engines.
To make Google even happier, try the same link on another page and you'll see that its title tag is worded differently. Every website designed by ipinx is hand written, and that includes hundreds of meta elements that feed search engines and get you noticed.
pay per click
Before spending money on paid search engine position or pay-per-click adverts, consider this; most of ipinx' clients readily admit that they don't click on sponsored ads in search results, do you? Why then expect your customers to act any differently. . .
Because all ipinx websites are so thoroughly Search Engine Optimised from the ground up, below-the-line activities and regular SEO maintenance both return far better value than paid SERPs position.
ongoing seo support
Although it can take as long as two months for the various Search Engines to fully index your website, once this is complete, 'fine tuning' of your SEO can begin.
A suite of reporting tools is incorporated into every page of your site, so that ipinx is able to constantly monitor your visitor numbers, behaviour and, very importantly, how each of those visitors was acquired.
Markets constantly evolve, and it is a measure of the importance placed upon this process that the first 12 months of SEO optimisation support is included free of charge with every website development.
<< how free SEO works >>
The analytical information collected via Google (to which you also have full access) shows, for example, the most common search queries resulting in a visit to your site. It will also reveal keywords and phrases that would benefit the performance of your site, were they to be given greater emphasis.
Using these data, ipinx will regularly edit your website's content to enhance the effectiveness of its SEO. . . and suggest improvements that you can make to third party referral sources (see Social Media below).
ignore at your peril!
Facebook, LinkedIn, Twitter, Instagram and many other less well known applications continue to grow in importance as the battle for our on-line attention intensifies.
Links to your website from social media networks is a valuable source of potential customer visits, if handled correctly.
<< managing your social media >>
You can set up and maintain social media profiles yourself, or engage an outside agency to carry out this work. If contracting out the management of your social media is less costly than your time, then it must be worth serious consideration.
Although social media management is not a service that ipinx supplies, they are happy to liaise with third party agencies and can provide text suggestions that will support your website's keywording.
below the line marketing
'Below the line' is a term that refers to any promotional strategy that doesn't rely upon traditional, paid-for, adverts. . . as in the bonus content below.
<< free advertising & promotion >>
On-line publications have a voracious appetite for content, way beyond their publishers' capacity to satisfy in-house. As a result; many blogs, forums, industry journals and magazine websites are happy to publish articles submitted by a third party contributor, so long as they are interesting, apposite, and not overtly 'selly'. They will, however, include linked 'by-lines' or reference to source.
Such inward links, by virtue of the associated content, are enormously beneficial to your website's search engine visibility. . . and the credibility of the contributor.