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?