Website SEO Process

Search Engine Optimisation

Search engine results are composed of paid and organic listings. Organic results render digital content that the search engine deems most relevant to the given query. Relevancy is calculated using a complex algorithm that determines the value of the content to the search user. Content is appraised based on focus, detail, and industry citation. The algorithm considers “on-site” factors, namely website architecture and textual themes, and the degree of inter-relation with peer digital properties.

Search engine optimisation (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via organic search results. SEO in the first instance is applied on-site, whereby alterations are conducted to web-page code and content. Intelligent web development is a prerequisite to successful SEO implementation. A website optimised for search referral is the bedrock of digital marketing.

OPTIMISATION PROCEDURE - - WORKING EXAMPLE -- MEDISOURCE.IE

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Market Appraisal

The series of search results demonstrates the search term competitive review process. Top-to-bottom, as the search term becomes more qualified, the competition for results listing diminishes.



At the outset, it is important to accurately define the target market. Agreement is sought on the terms by which the optimisation initiative is benchmarked on. Target search queries are selected using tools which forecast repetitive search patterns on relevant terms, together with competitive reporting on the same terms. Optimal terms will report steady monthly search volume, yet return limited page results.

Google, when requested, reports the number of times per month on average that their visitors type any given word-set. The market appraisal below cross-references appetite for terms, against the level of competition for placement in the search engine listing.



Keyword Score Card

The set of terms by which the website is best positioned to be optimised for is refined to include only the most attractive, according to search volume and competition, as indicated by a positive score. The greater the ratio of search volume vis-à-vis competition, the more attractive the niche terms for website optimisation, as categorised by primary and secondary keywords. Optimisation performance is benchmarked against terms in this table.



Optimisation Approach

Website optimisation primarily involves content edition and HTML coding, intended to increase site relevance to specific keywords, and to remove barriers to the indexing activities of search engines.

Keyword optimisation must be applied in a manner complimentary to the website structure and content, as well as adhere to best practice development principles. The display below highlights some of the “on-page” elements that are subject to inspection.



Search engines deal with each page individually based on their merits. Merit is accrued on page content and referral. In order to communicate with search engines those pages that carry greatest weight within the website, and as such which should feature in search results, a complex web of internal page linking is applied.

The website blueprint demonstrates how the website pages interlink. Those encircled are priority pages, rich in content optimised by target keywords. A concentrated internal inbound linking strategy ensures that secondary, support pages refer to these master URLs. As they cross-reference one another (overlapping circles), search rank equity will be evenly distributed to ensure that a number of pages may feature in search results.

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Optimisation Performance

Prominence in natural search engine listings is an evolutionary process, rather than a time-capped project. Initiatives undertaken are not immediately recognised by search engines. Likewise, superiority in search positions generally accumulates over the medium-to-long term, as digital content realises popularity and citation. It is important to continually develop a digital profile, thereby ensure that content remains up-to-date, and relevant to visitors and search engines alike.

With the use of analytics and search engine listing reports, benchmarks are recorded, by which SEO implementation can be appraised. Performance is gauged as follows;

• Traffic origination (% of traffic from search engines, a direct result of optimisation).

• Benchmarking on search engine referral to determine improvement, or drop-off in search referral.

• Search engine landing page referral, documenting the most successfully ranked website pages according to search engines.

• Goal completion, for instance enquiries generated from the website.

• Search engine position reports, detailing website placement in listings for our target keywords.

Campaign Fulfillment Indicators

- Improvement of Medisource website position in Google.ie for the search query: “discontinued medications”



- The Medisource website lists at position 4 in Google.ie for the search: “pharmaceutical supplies”.

-Improvement of website position in Bing for search “unlicensed medicines”



- Incremental rise in the search results for the term “medical supplies distributors”, from a page 9 listing to a page 1 placement for medisource.

-‐Improvement of website position in Google.ie for search “medical supply distributor”



- A search in Google for “medical supply distributor”, a primary target keyword, yields a first place result on page 1 of the listings, ranked above 15 million competitors.

- The website also features in Bing search results, in this instance, a 3rd place result for “unlicensed medicines”.



Website SEO Process

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