In a perfect world search engines would analyse every piece of information they encounter. In reality, search engines can only identify information that fits within their algorithms. The process of Search Engine Optimisation ensures every element on your website is visible to search engines, giving it every opportunity to be indexed highly and seen by a wide audience.
- Search engines cannot complete forms. This means that content hidden in a form will not be identified by search engines.
- If links on a website are not ordered correctly, search engines may deem the information irrelevant.
- Search engines cannot identify content in image, video or audio files.
- Search engines cannot read text unless it is in plain text or HTML format, unfortunately Java Script and Flash are unreadable by Search engines.
- Search engines do not favour words that are not in common use. As an example, a law firm should use the term ‘lawyer’ instead of ‘litigator’. Spelling Nuances – Using spelling that is not common to your region will confuse search engines. For example, in Australia, we write specialise’ instead of ‘specialize’. Language – Use the native language of your target audience. A website written in Swedish will not rank highly in Australian search engines.