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What is Search Engine Optimisation (SEO)?  Search Engine Optimisation also known as website optimisation, is the term used to describe the marketing technique of preparing a website to enhance its chances of being ranked in the top results of a search engine once a relevant search is undertaken. A number of factors are important when optimising a website, including the content and structure of the website's copy and page layout, the HTML meta-tags and the submission process.

The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.

Why Search Engine Optimisation Important?  If your Web site doesn’t have a page appearing in the top 10 search engine result positions (SERPs), the chances of someone clicking on your listing, and actually visiting your site, are low. If you’re not in the top 20, the chances that someone will scan through the SERPs and find your page, drops dramatically. Hence, Search Engine Optimisation tries to help organise your page/site so that it will move up the Search Engine Results and thus be found.

How long does website submission take?  Everything has a price and, of course, you can pay to have your site optimised and listed on the search engines overnight but this can run into thousands of pounds.  Google currently quotes up to 12 weeks to list a site.  In order to avoid unacceptable sites listing automatically the process has a “human” content which explains the long cycle.  At Martlet Consulting we ensure that your site is listed at the earliest opportunity (even before it is optimised) and then use the remaining time to optimise the site content so that your site will stand the best possible chance of being listed and subsequently reaching an optimum position in the rankings.

How much does it cost?  There are companies that specialise in search engine marketing and their costs will vary from £500 to £2,000 for a tailored service.  At Martlet Design we believe that our websites should be optimised when they are handed over to our clients and we therefore include website optimisation as part of the price – as you would expect maintaining the optimisation is a separate service but at least you can be certain that when the search engines conduct their initial rankings, that your site will be best placed to receive the highest possible ranking.