SEO Optimisation


What is SEO?

The idea of SEO is:

  • Create a great, seamless user experience.
  • Communicate to the search engines your intentions so they can recommend your website for relevant searches.


Your website is like a cake

In order to make a cake, you require all the ingredient. In terms of technology, SEO is the sugar of the cake. The infrastructure would be the base layer and the rest of the cake layers are covered by  Platform CMS, Platform Architecture, and the Content and finally make a wish and blow your candles!

Each ingredient has their own definition in order to make your delicious chocolate cake. Your links, paid search, and social media are the icing on the cake, but, your content, information architecture, content management system and infrastructure act as the sugar which makes the cake. Excluding the icing and sugar, your cake would be tasteless, boring and gets thrown away.

What are search engines looking for?

Search engines want to do their jobs and receive the best possible results. This is possible only by referring users to websites and content which is the most relevant to what the user is seeking.

 So,  how is relevancy determined?


  • Content: Is determined by the theme that has been given, content, the titles and descriptions that are given.
  • Performance: Speed of your site and does it work properly?
  • Authority: Does your website have quality content to connect or do other authoritative sites, use your website as a reference or cite information that’s available for projects, school or any relevant purpose?
  • User Experience: How does the site look? Is it easy to browse for the information required? Is it safe to open? Does it have good reviews?

3. What Search Engines Do Not Need!

Search engines spiders only have a limited amount of data storage- If you are performing shady tactics or trying to trick them, the chances are you are going to hurt your self in the long- run. Items search engines do not approve of are displayed-

  • Keyword stuffing: DO not overuse keywords on your page.
  • Purchased Links: DO not bother purchasing links as it will not help you when it comes to SEO.
  • Poor User Experience:  Make it easy for the user to get around. For users who have an interest on your page, it is essential to keep your site short, simple and easy to find results. This will also influence your bounce rate. If you know your bounce rate, it will help determine other information about your site. An example, if it is 80% or higher and you have content on your website, this is negative.

4. Know Your Business Model

Most of the population of people do not sit and focus on their main objectives. However, the questions you need to ask yourself in order to be successful:

  • What defines a conversion for you?
  • Are you selling what your targets need, do people click on your site? Are you known to provide the information people want?
  • What are your goals?
  • Do you know your assets and liabilities?

5. Don’t forget to optimize multi-channels

Keyword strategy is not essential to implement on- site but should extend to other off-site platforms, which is why you should think about multichannel optimization. These multi-channel platforms offer:

  • Facebook
  • Twitter
  • Linked In
  • Email
  • Offline, such as radio and TV ads

Being consistent with keyword phrases within these platforms will help your branding efforts and also train users to use specific phrases you are optimizing for.

6. Be Consistent With Domain Names

Domain naming is important to your overall foundation, so as a best practice you are better off using subdirectory root domains ( awesome) versus subdomains ( Some other best practices with domain names are:

  • Consistent Domains: If you type in ‘’, but then your type in just ‘’ and ‘www’ does not redirect to ‘’, that means the search engines are seeing two different sites. This isn’t effective for your overall SEO efforts as it will dilute your inbound links, as external sites will be linking to ‘’ and ‘’.
  • Keep it Old School: Old domains are better than new ones, but, if you are purchasing an old domain, ensure that the previous owner didn’t do anything dodgy to cause the domain to get penalized.
  • Keywords in URL: Having keywords you are trying to rank for in your domain will only help your overall efforts.

7. Optimizing for Different Types of Results

In addition to optimizing for the desktop experience, ensure to focus on mobile and tablet optimization as well as other media.

  • Create quality media content like video, as its easier to get a video to rank on the first page than it is to get a plain text page to rank.
  • Optimise your non- text content so search engines can view. If your site uses Flash or PDFs, ensure you read up on the latest best practices so search engines can crawl that content and give your site credit for it.

8. Focus on Your Meta Data Too

Your content displayed on your site should have title tags and meta descriptions.

  • Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, ensure it talks specifically to that page and that it also is formatted correctly.
  • Your meta description should be unique and also speak to that specific page.

Title tags should also be unique! Think your title as 4-8 word ad, so do your best to entice the reader so they want to click and read more.


You should always keep SEO in the forefront of your mind, and always follow best practices. Skipping the basics of SEO will only leave your site’s foundation a mess and prevent you from fully maximizing revenue opportunities.






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