Search Engine Marketing

Search engine optimisation (SEO) and search engine marketing (SEM) are the biggest opportunities for online marketing. SEO involves optimising the content and structure of your website so that it can appear in search results for relevant searches. SEO aims to improve the ranking of your website via the ‘organic’, ‘natural’ or ‘algorithmic’ search results; whereas, SEM aims to increase targeted traffic to your website via a search engine’s paid/advertorial listings (above and to the right hand side of natural search results).

How does search engine ranking work?

Page ranking involves a search engine spider downloading a webpage and storing it on the search engine's own server. There, a second program known as an indexer extracts information about the page.

This information could include up to 200 signals from your website such as:

• The words contained on your site
• The word location and frequency
• Weighting of specific words
• Meta-tags
• All inbound and outbound links

Among other things, search engine algorithms determine:

• How relevant your website is in relation to specific searches
• User behaviour on your site
• The quality of your website (taking into account landing page quality and load time)

The search engine uses this information to rank your website against individual “keywords” or searches. If your website ranks well, you will appear higher up in the search engines search results list, making it more likely for a customer to click on your link.

How does search engine optimisation work?

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimising a website primarily involves editing its content, coding and structure to increase its relevance to specific keywords and facilitate search engine indexing and ‘crawling’ of the website. When a user is searching for a keyword on Google, the general rule is that the higher the websites ranking on the search results list, the more relevance it has to their search, and the more reliable the site is. This makes it extremely important for to optimise your webstore so that it appears strongly in search results for relevant consumer searches.

Solutionists' role in your SEO strategy

Solutionists content management system (CMS) is built to be search engine friendly and allows for all of the basic guidelines of a search engine optimised website, providing the foundations for improving your website traffic.  Our CMS has a built in Google Analytics statistics tool which can help you analyse ways of improving traffic and conversion rates, as well as allowing you to monitor the effectiveness of any change you might make. We also follow best practice methodologies for SEO (search engine optimisation), graphic optimisation and download speeds and ensure that all our websites not only appeal to visitors, but that the web technology behind it supports key search engine principles, enabling ‘search engine spiders’ to easily index your site.

This will form the basis of your SEO strategy and have a positive influence on your traffic levels. If you wish to embark on a more in depth SEO campaign, we will be happy to refer you on to some recommended experts in the SEO industry.


Possible strategies they may be able to help you with include:

• Key phrase analysis and selection
• Editing / creating meta tags and headings 
• Restructuring link architecture
• Reviewing the overall website structure and style guide
• Implementing effective web copy
• On-page optimisation
• Internal, in-bound and reciprocal linking
• Developing quality content to promote natural link building 
• Social media marketing strategies
• Editing site to meet web accessibility standards