Wednesday, 4 September 2013

Changing Face of S.E.OPTIMIZATION

Search engine optimisation has been around for a while now as both a term and a process, but it's only now that it's being officially recognised as part of the English language by the Oxford English Dictionary.
According to Wired, 'search engine optimisation' has been added to the dictionary during the 2013 round of additions, alongside the word 'tweet'. This addition is a testament to the growing importance of SEO, and a reminder that it's here to stay, no matter what the naysayers say.

The exact definition that has entered the hallowed pages is as yet unknown, but it's worth taking a closer look at what search engine optimisation means today in comparison to ten, or even five years ago.

The changing face of search engine optimization

SEO today is evolving into an ever more natural and fluid process, driven by the constant changes to the search parameters carried out by Google and others. What the search engines want to see is websites and content that are genuinely useful to their users, and they're getting better and better at finding it.
Although the mechanical elements of SEO, such as keywords and backlinks, remain important, Google in particular is shifting the focus towards the actual user experience.
In Google's Webmaster Help documents on ranking , the search giant recently introduced the line: "In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share". Previously the line had emphasised focusing on increasing links.
In that context then, search engine optimisation is actually about creating a website which is of a high quality and highly usable. There are of course technical elements to this, but many of these, such as improving site navigation, will be carried out as a direct result of aiming for better user experience.
Creating a quality website with exceptional original content should of course be the primary aim of all webmasters and marketers anyway, as it is this which will draw people in and keep them there.
If you're thinking about a full website refresh or just a long overdue content review to bolster your SEO campaign, speak to your web design and SEO agency to find out how you can make your website look the bee's knees while still delivering an engaging and memorable user experience that will leave visitors coming back for more.

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