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Search Engine Optimisation and Marketing

Designing and optimising websites to be 'search engine friendly' has now become a critical part of any website strategy.

If SEO techniques are applied correctly users who find your site through search engines are actively looking for information on products and services just like yours.

The role of the search engines is more important today than it has ever been because of the huge number of websites that are being added to the Internet on a daily basis.

The number of pages on the internet now far outweighs the capacity of a search engine and this means that search engines are now looking for reasons to exclude pages from their indexes and it is becoming increasingly difficult for companies to achieve a listing in the top 10 results.

Search engines have become the most commonly utilised tool that Internet users adopt for finding the right information amongst this mass of websites. For a website to be found for a certain search term, that website has to be optimised according to the search engine's ranking criteria.

To better understand Search Engine Optimisation (SEO) it helps to understand a little about search engines, their motivations, what they offer and how they work:

Search engines scour the web using automated software ('robots' or 'spiders') searching for web pages to store ('index') in a big database. When a user performs a search, the engine consults its database to find web pages relevant to the search query. They present both 'organic' search results, pages selected at random where position is based only on perceived relevance; and relevant paid advertising listings, where position is based on bid price, and which are their main source of revenue.

A critical part of any website strategy

All our sites are 'search engine friendly' as standard. This means that when building sites we adhere to web standards and use code and techniques to ensure search engine 'spiders' can navigate our sites and 'index' their pages.

Search Engine Marketing (SEM) encompasses various different techniques and activities designed to bring traffic, and ultimately sales, to a website via the search engines. Techniques might include paid for advertising, inbound linking, feed and inclusion programmes.

SEM is one of the most cost effective and target specific ways of reaching your audience. A listing in the top 10 of search engines has a dramatic effect upon site traffic, with hundreds or thousands of potential new customers visiting your site.

Just like other forms of marketing and advertising, search engine marketing requires persistence, practice and a lot of testing. The optimisation process is complex and time-consuming. We're trying to align your web pages with the ranking algorithms of the search engines, while at the same time trying to out-smart your competitors.

The competition never stands still, search engines change the way they rank websites, new opportunities arise – search engine marketing should be an on-going, results-driven process to enable your site to grow and prosper. We can work with you to develop a marketing strategy and provide on-going analysis and support in each of the areas above to help you achieve your sales and growth goals over time.