Search Engine Optimisation
Search Engine Optimisation (SEO) from The Image Works’ in-house experts is incorporated into every website we design, ensuring your online presence is visible to customers in your field. After all, what use is a beautiful, informative, engaging, and responsive website, designed bespoke for your business if potential customers can’t find it?
What is SEO?
Those who are unfamiliar with SEO can sometimes find it a difficult concept to grasp but, in essence, the goal is simple. Search engines such as Google, Bing and Yahoo aim to ‘serve’ internet users with the most relevant and useful webpages for any combination of terms or keywords they are presented with. The objective of SEO is to clearly communicate to search engines what the specific content of a webpage is about, and demonstrate how well it satisfies particular search terms.
The criteria that search engines apply to determine the order in which they list webpages in the SERPs (Search Engine Results Pages) is a closely guarded secret, and the algorithms they use to assess websites can change with little or no warning.
There are, however, commonly accepted protocols that can be incorporated into successful web design that indicate to search engines that yours is a quality website; well built, with pertinent content, and offering a superior user experience. The practice of adopting these cues into the fabric of a website is often referred to as ‘on page’ SEO.
How does SEO work?
A good website design incorporates numerous elements, including text, images, hyperlinks etc. Successful SEO involves the intelligent placement of important words, phrases and titles in appropriate places on those pages; ensuring images are correctly labelled; linking users to other pages of interest (whether they be on the same website or elsewhere on the internet), and much more besides.
Websites that successfully fulfil their search requirements retain users’ attention for longer, leading them to explore related pages and look at the other products and services available. The higher the ‘bounce rate’, i.e. the percentage of users that leave a webpage without spending any significant time there, the less likely a search engine is to ‘rank’ that page in the SERPs. User experience, therefore, is ‘king’ when it comes to web design, hence the modern importance of mobile responsiveness, as more and more people access the internet on tablets and smartphones.
The Image Works’ ongoing SEO service
SEO is a practice of infinite variations, and while we will always take the best-informed approach to optimising your website – based on years of experience and up-to-the-minute industry knowledge – we would always recommend exploring different combinations of factors to discover which deliver the best results for you.
Many websites we have designed and built incorporate facilities that allow our clients to upload their own content within the framework of the original site. Blog posts, news stories and new product pages are all common additions that you might wish to add independently, subsequent to the site going ‘live’. We can offer training that shows you how to optimise new pages within your content management system, WordPress being a popular example.