Tantallon House on Hadrian’s Wall

I have been in charge of Tantallon House’s internet marketing, learning various techniques through intensive research, into this constantly changing field. It may be that you found our site through Google - perhaps the be all and end of all of searching. It seems that the majority of people use Google when searching instead of Yahoo, AOL, Ask, MSN… According to this article (and the evidence varies), Google has around 80% of the UK market. Achieving a high ranking in the search engines, contrary to popular belief is not based on the number of hits a site receives - as this could be easily manipulated by companies, but essentially on two factors - content and links.

‘Content is King‘ is often heard on SEO (search engine optimisation) blogs. Google scans sites and matches up people’s search terms with the keywords that most often appear in your site. For example this site is optimised to the keywords ‘bed and breakfast’ and ‘hadrian’s wall’. To illustrate the point we could have focused this website on ‘accommodation’ and ‘cumbria’ if we were to target a slightly different market. So what does this mean? Well for starters Tantallon House ranks highly for the search term ‘hadrian’s wall bed and breakfast‘ in Google. The higher up the rankings, the more hits the site will get and the hope is the more bookings we will receive.

Google uses another major criteria for ranking - links, and this is arguably the more time consuming side of search engine marketing (SEM). Google’s rankings are loosely democratic, in that sense that each website can ‘vote’ for another one by posting a link to it. This is seen as a sign that there is something of value on the website. However, these votes are weighted - a site that has more votes (and is generally regarded as the ‘authority’) has a greater influence with its links. For example a link from the national trail official website, is considered more valuable than say someone’s relatively unknown personal website.

Sounds relatively simple doesn’t it? Well to be honest it is, but the more you get involved with SEO the more you seen can be acheived and more importantly the bigger the impact that can be created on a business in terms of the number customers. If you would like to know more about this, or how SEO could help your website - then a new site is about to be launched, goodwebpractices where there will be useful and easy to understand articles that delve deeper into internet marketing.