So, for those websites that aren’t optimising, do they need to? Have they discovered another way to drive traffic to their sites that doesn’t rely on the search engines? Do they use pay-per-click exclusively, or are they resorting to dangerous spamming techniques that could get them banned altogether? Do they think that search engine optimisation techniques are irrelevant to their business?

Search engine technology is changing all the time and search engine consultants are constantly looking for the best way to drive traffic to their clients’ websites and to help them convert that traffic into sales. So what can you do to make sure that your optimisation is relevant to the search engines?

• Build it in – search engines are looking for the most relevant sites that match the search terms typed in. If you take the time to think about the customers you want to reach, research the relevant keywords to include in the copy and content fields and make sure that the structure of your site is clear, you’ll find search engine favour.

• Think links – links coming into your website from other recognised and respected sites are valuable. Choose your links with care and avoid using link directories – search engines are aware of most of the free and irrelevant resources out there.

• Keep it coming – search engines don’t just look for well-optimised websites, they also look for ones that update their content on a regular basis. This shows that the website is active and that there is some value in sending traffic to it. Add new content as often as you can, but make sure that you retain the relevance to your target market.

• Avoid quick fixes – If your site is currently underperforming as far as search engine results are concerned, then don’t go for a quick fix. These often use spamming techniques that are frowned on by search engines and can get you into trouble. Instead, for a lot less money than you think, you can get an optimisation specialist to help you research the best keywords, help with additional content and even modify the structure and navigation of your site.

Optimising your site for the search engines isn’t irrelevant, but the results can be if you don’t approach it the right way. From the structure of your site to the latest piece of news, you need to be focused on driving the right traffic to your site and converting that traffic to sales when it arrives.

Use our WebTrafficker products to improve the optimisation of your website, enhance your position in the search engines and create more sales. Just click on Optimise my site for the search engines.