What is Search Engine Optimisation (SEO)?

Search Engine Optimization (SEO), in a nutshell, is concerned with driving more traffic to your website via search engines, such as Google, Bing and Yahoo. Find out how boost your searching rankings and drive more visitors to your website.


You may have arrived at our website by typing ‘www.baloogi.com’ into Internet Explorer or Firefox’s address bar, and landed straight here. It’s far more likely, however, that you punched a search into Google or Yahoo, and found our website listed in the search results. This is the way many of your customers will find you, and SEO practices aim to improve your ‘Search Rankings’ – meaning where your website is placed in the search results returned by search engines.

The Importance of Website Construction

How well your website perfoms in searches depends on a wide range of factors. One of the most important elements is how your website is initially constructed. Some forms of coding, usually those used in creating impressive visual effects, are largely invisible to search engines.  If search engines can’t ‘see’ your website, it will perform poorly in searches, and traffic to your site will be low. Make sure your web designer knows Search Engine Optimisation, and can discuss with you how he or she will code your site in a way that search engines can read.

Frequently Add Fresh Content

Google loves to find something new each time it visits your website, so adding regular, fresh content will improve your website’s search rankings. A popular way of doing this is by running a blog – a kind of online newsletter, through which you can advertise your company news and events, special offers and promotions. By using targeted keywords in your articles, and a little SEO know-how, you can often achieve good search engine rankings for the articles themselves. Alternatively, try adding more pages to your website, or ‘tweaking’ existing pages. Not only will your website appear fresh and current to your human visitors, but search engines will like the new content and rank your website more highly.

External Links To Your Site

While an ‘external link’ technically means any link between your website and another, when SEO experts talk about external links they specifically refer to links to your website from another site. Google particularly uses ‘inbound’ links as a ranking factor, and not all inbound links are given equal weight. You can quite easily create some low-quality inbound links, by registering your business on one of the many free listings directories. High quality links are much harder to come by, and usually involve reciprocal linking and/or payment. Good quality, inbound links are a potential SEO gold mine for your website, in terms of increasing search engine ‘visibility’.

Monitor Your Traffic!

If you don’t already use some kind of monitoring facility on your website, then get one! A good monitoring application will not only tell you how many visitors are arriving at your website each day, week or month, but also where those visitors are, how they arrived at your site, how long they stay on your site, which pages/keywords are performing well and a whole host of other statistics. By checking and tweaking your site, you can tailor your SEO strategy to bring in those visitors most likely to answer your ‘call to action’, and boost your ROI.