Search Engine Optimisation

Search engine optimisation (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

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Search Engine Optimisation

In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. Search engine optimisation may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

Search Engine Optimisation From Lexiconnect

All of our projects involve search engine optimisation. In the main, there are three UK search engines which are Google (90% market share), Yahoo, (6% market share) and Bing (3% market share). In differing territories the market share changes with other search engines entering the list. An example of search engine optimisation is illustrated below, whereby a simple search in all three main search engines for the term "Envelopes" presents the same listing as the number 1 search result.

Google Search Engine Optimisation
Yahoo Search Engine Optimisation
Bing Search Engine Optimisation

Basic Search Engine Optimisation Webpage Attributes

  • Online Demand - Calculate the online demand for your product or service
  • Page File Name - This is the extension of each page which should be unique
  • Meta Title - 65 characters with the keyword mentioned up to 2 times
  • Meta Description - 135 characters with the keyword mentioned up to 3 times
  • Meta Keywords - Lower case with the keyword mentioned once
  • Meta Author - The company or organisation who has ownership of the webpage
  • Meta Robots - Information that Google Spiders look at
  • Breadcrumb Navigation - This is where the page offers your position in the navigation
  • H1 Heading - This is the bold impact heading which should promote keyword phrases
  • Product Page Short Description - An introduction statement offering basic information
  • Product Page Long Description - A detailed statement offering comprehensive information
  • Product Images - Call an image what it is rather than product sku numbers alone
  • Backlinks - Inbound links to your web pages from other well regarded websites

What is White Hat Search Engine Optimisation?

White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat search engine optimisation is in many ways similar to web development that promotes accessibility, although the two are not identical. White hat search engine optimisation is merely effective marketing, making efforts to deliver quality content to an audience that has requested the quality content. Traditional marketing means have allowed this through transparency and exposure. A search engine's algorithm takes this into account, such as Google's PageRank. Lexiconnect recommends the "white hat" method for all client search engine optimisation projects.

What is Black Hat Search Engine Optimisation?

Black hat search engine optimisation attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text coloured similar to the background, in an invisible component, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Search engines may penalise sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices. Both companies, however, quickly apologised, fixed the offending pages, and were restored to Google's list. Lexiconnect do NOT recommend this method for search engine optimisation.


All activities are supported by our unique Internet Key Performance Indicator system, which monitors financial metrics and your return on investment. An ongoing relationship model is also deployed which means we would work together for a minimum of 12 months as joint owners of the Internet Strategy. For more information please contact us for a discussion by telephone, email or the enquiry form.


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