website optimisationIt’s essential to understand what influences website visibility in search engine results. Algorithms update frequently and strive to provide the best customer experience, so the demands on website owners to match this aspiration has increased accordingly.

Site optimisation is more than pure SEO: it is a blend of technical, marketing and customer service skills that aim to satisfy the demands of search engines and customers.

This blog proposes an easy to follow site optimisation framework that breaks SEO down into logical and manageable sections.

The six challenges of site optimisation:

Be seen

Making sure search engines can find and index your content.

Be efficient

Catering for technical performance factors that influence the way in which search engines perceive the quality and value of your website.

Be relevant

Making sure you are matching your webpages and content to relevant keyword search trends.

Be found

Ensuring that you have excellent content on your website that can be indexed and help dominate SERPs for relevant keyword searches.

Be liked

Engage and excite online audiences by sharing your content with them, using available resource to disseminate information.

Be discussed

Give people the tools and encouragement to share your content, generate their own content and increase the volume of discussion and links relating to your brand and products. (Click on image for larger version). 

SEO challenges

Framework for optimisation

We all love a good framework. I find frameworks incredibly helpful for providing structure to analysis and planning. Site optimisation is such a diverse subject that it is impossible to be effective without a coherent approach; many elements impact and influence others.

My suggested framework divides SEO into five steps, starting with the planning & strategy and then focusing on getting the basics right before moving on to the added value work that can drive your competitive position.

I first proposed this framework with Dave Chaffey when we discussed creating an SEO strategy in a Smart Insights interview and would be happy to get your feedback and suggestions. (Click on image for larger version). 

SEO framework

Hopefully for those reliant on others to shape and implement their SEO strategy, this will give you a structure to better understand what is involved. For a more detailed walk through of the tools and techniques you need to use to focus on SEO, I'd highly recommend reading the Econsultancy SEO Best Practice Guide that Dave Chaffey authored.

Please share your thoughts and experience

This framework deliberately simplifies SEO and site optimisation. That’s not to downplay the effort and intelligence that goes into site optimisation but it’s intended to demonstrate that if you beak down SEO into bite size chunks, you’ll be surprised what you can manage in-house with the right resource and skills.

So what do you think?

James Gurd

Published 9 August, 2010 by James Gurd

James Gurd is Owner of Digital Juggler, an ecommerce and digital marketing consultancy, and a contributor to Econsultancy.He can be found on on Twitter,  LinkedIn and Google+.

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