SEO - Search Engine Optimization
Search engine optimization - SEO is a service which helps to increase your website appearance in fulltext search engines. Search engines are quasi independent robots permanently searching through complex internet content. Instead of storing the website content and data in databases, the engines systematically evaluate and sort the obtained data according to a number of criteria. The result of their search is internal index rating of the browsed websites (Google uses so called Page Rank). Based on this rating, (SEO rate), the websites are listed and appear in search results.
To obtain a high rate search engine result, a website public code needs to be analysed and hidden particles modification must be provided. These particles might seem insignificant, but they play a significant role in search engine optimization process. Our company provides search engine optimization for deployed websites (released also by different companies from InterWay) and for new design concept websites.
Search engine optimization service offers the following technologies:
SEO Report
SEO Report is a basic input document of search engine optimization service. It evaluates current status of your website from textual and technical point of view and finds search engine position improvement options. It compares the key word based competition and current search engine positions in individual search engines. Your decision might be based on SEO report and you choose which suggested search engine optimization technologies shall be applied.
Copywriting
Content text is the core of each website. In order to be in a search engine top-rank, the text must be catching, original, interesting and of professional quality. Copywriting is a service focusing on key-words optimization and content text optimization of a website. In practise, it means to increase the key-words number in the text. Fingerprints of copywriting also occur in other optimization categories; e.g. in TITLE tag creations, eligible text preparation to be clicked on (linkbuilding), META tags content wording, etc. Similarly, a well-written text is assumed to increase probability of spontaneous link building by visitors themselves.
Linkbuilding
If a page needs to be found by search engines and put onto a search list, a function link must be created. The link is accessed through a different website from the tagged one. The link is called a tag link. The more websites display the link, the more visits the tagged site receives; the search engines pay more attention to the website. Moreover, the tag link has another important function: the website on which the link is tagged hands over its partial SEO value to the tagged site (Google refers to this process as PageRank). Therefore it is extremely important to place tag links on high-ranked websites – i.e. the sites with higher SEO value than the one of the tagged site. Search engines understand the tagged link to be a selected informative source of particular information that the author of the displayed site has chosen to promote. In this process, not only number of links is important but also the text of the link is of great significance. Tags and copywriting are the most significant points in search engine optimization process. These links and copywriting enable the websites to achieve higher score in overall key-words web search result.
Description creation and keywords META tag building
META tags (hidden HTML website tag describing its content and keywords) used to be a key website quality for search engines as the engines were not able to index a site in fulltext. Nowadays, META tags are the source of secondary information. Though they do not promote the position of a website in search result lists, they help to increase the frequency of clicks per tag. Tags should include the text relevant to the website they tag and the same keywords as the tagged site. For search engine optimization service, the position (from 1st to 5th) of tagged website is less important than the number of clicks per tag. A suitable description tag is a form of advertisement attracting the visitor to your website.
URL scheme and TITLE tag draft and implementation
Regarding the search engine optimization service, website address key words play crucial role; the words are understood as noticeable website key words. In the past, websites from management system had been displayed through single address; the websites were differentiated according to ID parameter, e.g.:
- Main page: http://www.interway.sk/showdoc.do?docid=4
- Product page: http://www.interway.sk/showdoc.do?docid=86
Nowadays, a management system redakčný systém is able to generate websites comprising key words, e.g.: “Management system” webpage address is:
- http://www.interway.sk/redakcny-system/
The address is intuitive and comprises a key word “management system” to be remembered better. Each webpage address needs to be carefully designed to make it understandable and usable within a management system. Title tag shall be treated in a similar way. Accurate title tag makes a great difference in search result position list and in number of clicks per tag. These features has long been underestimated in search engine optimization service but they shall be paid appropriate attention to create eligible URL scheme and design optimal title tag for each webpage.
Semantic HTML code and CSS Style optimization
HTML code is significant in relevant text differentiation from website navigation, its header and footer. Correct semantic HTML tag usage plays an important role; the tags highlight headings, define paragraphs and links. Based on this, a search engine is able to define webpage key words. A good quality HTML code enables faster webpage loading and displaying in various browsers (Internet Explorer, Mozilla Firefox, Opera). Semantic code differentiates between textual and visual information and so it enables and supports webpage display for disabled people.
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) embodies target paid advertising – a sponsored text link displayed with other search results. Sponsored links are displayed prior to a search result list; they are usually placed on top of the list or on a similar favourable position. SEM represents modern and efficient way of advertising with qualities unbeatable by classical banner advertising:
- Advertisement display relevance – based on defined key words search, a sponsored link appears on the screen with other search results; the link is placed in a preferential position. The link presents the target website directly and relevantly - it is highly related to the searched key words so only a highly potential user – customer – can see it.
- Advertisement display guarantee and high website attendance probability – advertisement is a sponsored text link having the title highlighted in a similar or the same way as the rest of search result links. Hence, the advertisement is not a picture or an animation and therefore it is not a subject of client browser setting limits. Of purely practical reasons, the browsers might have picture search disabled or they might have no or insufficient flash player installed and so the advertisement could not be displayed. Similarly, users tend to trust to sponsored links relevance and they do not perceive this kind of advertising as offensive.
In Slovakia, as well as in the Czech Republic and Hungary, e-Target, an advertising system developed by a Slovak company, is available on the market. The system provides text advertising on favoured and frequently visited portals and browsers in above listed countries. Analogously, system AdWords sustains the same function for Google browser.
The purchase system makes the greatest difference in comparison to classical advertising. You are not charged for number of displays but for number of clicks – so you pay per click. “Pay per click” price defines screen location of an advert – the more competitive the word, the higher the price (because competition is willing to pay more).
Result guarantee
However, search engine optimization service cannot guarantee first key word position for ever. The position is determined by factors that no one can affect. Chiefly, it is determined by algorithms change, search engine rank value change, and hard work of the competition. If you optimize your website, more than likely, the competition optimizes theirs and so begins the game of cat and mouse. You try to beat the competition but they try to do the same. Usually, your first or fourth position in search result does not matter much; it is the tagged website quality and its user-friendly orientation that matters more in the eyes of customer. According to the research, visitors use to click on more than one link displayed in search result list. They compare offered services and products from a number of selected websites.