Picture your business spending so much money in formulating that perfect TV ad for the company, yet only to find out that it's only aired at 3:30 am at that obscure television channel in UK. How then can you attract business sales leads and customers if that happens?

You can find yourself in the same situation if your firm finally invested in a website. If truth be told, unless your brand is easier to find when netizens search for it in Google, Yahoo or any search engine, might as well not have a web presence in any way.

This is where SEO (search engine optimisation) takes place. This process is about modifying a website to make it rank higher in the search engine rankings. These search engines make use of algorithms in order to choose which websites are the most "relevant" to the keywords searched by the users. Then, the 10 most relevant websites are displayed on the results first page. The ultimate goal is to convince that your website is relevant enough to the words that likely sales leads and prospects would utilise to search.

The major search engines have 'crawlers' like spiders which 'crawl' throughout the Internet and read each and every website. If you seek for a word or phrase, the software sieves throughout plenty of pages documented into their directory to seek the most relevant. But how they determine this is based on extremely intricate algorithms. This is what keeps SEO swerves into the enigmatic as they got terribly guarded top secrets. In fact, no one really knows precisely how to get there--on top of the search engine listings. Good thing, there are some techniques you can employ in order to optimise your website to enhance rankings.

Start from the standpoint of your leads and prospects. Think about what they would be searching for. And that will be your keywords--that must be the foundation for your optimisation. Jeremy Spiller, MD of UK-based online marketing firm White Hat Media, says that they talk about with their client what are the keywords they prefer to rank higher with. They consider things such as competitiveness of the keywords, location and unique selling points. For instance, it's not worth your time trying to optimise with the word 'food'---that's way too competitive, not to mention very generic.

Speaking of keywords… In order to catch the attention of the search engines' 'spiders', your website's text needs frequent appearances of your keywords, particularly on your posts' initial paragraph, subheadings and headings. However, never try to spam your articles with keywords in a desperate attempt to rank higher for the search engine. Always remember that your site is for the users and not solely for Google and other search engines.

Link exchange. Popularity helps too, particularly for the search engines. They like it if your website has other decent sites linked to it. That's why you're fortunate if a reputable site writes about your industry has a link to your website; the search engines see that you got a good website in terms of the keywords that the article is all about.

Author's Bio: 

Oliver Scott works as a professional consultant. He helps businesses in UK increase their revenue by lead generation and appointment setting services through telemarketing. To know more about this visit: http://www.callboxinc.co.uk/