Search Engine Optimisation (SEO) has two forms:

  1. Paid SEO, whereby Adwords (search terms) are purchased on the basis of a media budget;
  2. Unpaid SEO, also referred to as Organic Search, is the way in which we can improve the search results of the large search engines by optimising content.

How does Organic Search work?

Organic Search or the manner in which search engines present their unpaid search results depends to a large extent on the manner in which the content of a site is accessed. Search engines send so-called bots (spyders) to existing websites and portals on the WWW for the purpose of indexing (reading) and classifying content.

These bots read the content of a site or portal fully until they are stopped by obstacles that prevent further indexation or until they have read the site in full. It is therefore important to make and keep our content capable of being indexed (spyderable) as much as possible.

How can we optimise our content?

Similarly to the Pagerank, optimisation takes place by looking at both the structure and the substance of the content. The following recommendations apply if you wish to optimise your publication for search engines:

  1. Consider who you publish for and include the names of your target group, locations and search terms in respect of which you wish to be found as much as possible in the text of your publication;
  2. Ensure that you use a logical web address that is related to your domain, department, location and the search terms in respect of which you wish to be found. For example:
  3. Ensure that there are as few obstacles as possible in your content, for example placing java applets, flash objects and other applications that block spyders;
  4. Refer as much as possible to other sites and portals that can support the content of your publication and include these links in your publication;
  5. Check whether there are sites, portals, blogs and other platforms on the WWW from which it may be relevant to refer to your publication;
  6. Always provide images, multimedia (audio, video) and other non text vased content with meta tags or search terms that describe this content as accurately as possible.

Where can I find information about search behaviour and search engines?

The Google Analytics package has been linked to both the old Webhare situation and the new Portal and Index and it can be used to request comprehensive analyses. The web editorial team can provide you access thereto for the most varied information. Think in this connection of geographical references, most frequently consulted sites and pages, most frequently visited subdomains etc.

For more information and acccess to the UT Analytics site: