Learn about the definition and meaning of Search Engine Optimisation (SEO).

As an audio visual supplier we often get asked by hotel venues what equipment to buy; my answer is none! In this article I discuss the pitfalls and propose an alternative solution.



It's blue sky thinking: a multimedia audio visual system that is future proof, easy to operate and yet is flexible to meet all your customers needs with out the requirement of a technician on site to service and operate. This is not currently available and is it even really desirable?



Future proof?


As technology advances, expectations will rise which means you will need to constantly review your installation. Most installations have an expected working life of 10 years yet can you remember the phone you used 10 years ago or the computer? Would you want to use old gear? In reality the payback period is possibly only 1 to 2 years.



Easy to operate?


Many find it difficult to maintain knowledgeable staff. Staff turnover is very high. If you do find talent they soon discover that they can earn more in a specialist company or as a freelance technician.



Flexible?


There are control systems that allow for preset situations such as AMX and Crestron. These controllers have their place but they can be a source of frustration as customers can't adjust them to suit their specific needs. The venues are very protective of people 'fiddling with the settings' with the possibility of leaving the system inoperable.



Venues can also find that a system, if charged for separately, may become a bargaining chip for the client, "include the AV and we will take the room" is a common negotiation. This may be the idea but the system needs to be maintained which adds the costs.



Many clients have become wary of trusting hotel 'switch on and walk away' installations so no matter the venue they will always bring in an AV supplier who they trust.



So what is the alternative?


The alternative is to install the cable infrastructure and cable management. The cable infrastructure of a hired system is one of the most time consuming elements of the set up, and de-rig, if this infrastructure was in place it would save on time. By cable infrastructure we mean tie lines and a patch bay that would allow an in coming supplier to plug in microphones (XLR) at the top of the room and then connect them to the sound desk at the back of the room. The same connection points for speakers (Speakon), lighting (DMX), Data (Screened Cat6 RJ45).
Running cables around the room, over the door tops, crossing floors and taping it all down to prevents trip hazards takes time.



Installed infrastructure will reduce the damage that can occur in the 'gumming' of carpets and floors from gaffer tape as well as the classic screws in door frames. Just proper cable hooks over door frames would mark a venue out as being prepared. This preparation would allow a specialist AV company to come in and set up audio monitors and conference microphones with the minimum amount of hassle possible.



A local AV hire company may be prepared to install the infrastructure in exchange for 'preferred supplier' status guaranteeing regular work.



Other crucial infrastructure includes high power mains, 64 / 32 amp outlets, at both ends of the room. Flying points for lighting and projection with cables to run signals to a high level with 'un switched' power.



In summary the above offers:


- Low capital outlay (especially if installed by a preferred AV supplier)


- No staff retention issues


- Reduced wear and tear on venue surfaces and finishes
Search Engine Optimisation abbreviated to (SEO) is a term commonly used on the web to refer to improving volumes of traffic to a website through the use of search engines and the organic search results. However this is not the only techniques used to improve a websites positioning.



A professional SEO will tailor and evaluate the content in the client's website with the best possible keywords and key-phrases accurate to the relevancy of the sites content. Providing possible top ranking results that customers would search for in common search engines such as Google, Yahoo etc. These search engines crawl through links to find pages using their own specalised complex algorithms to search for results.



However this doesn't always guarantee top placement and positioning in search engines. Good quality content in a site also attracts customers, keeping information up-to-date and relevant keeps customers coming back. A big part of optimising is the tracking and performance reporting, developers and SEO's can keep abreast of popular keywords used in searches and refine their content appropriately.



Copywriting the content on a website has a major impact on search engine performance as does a well structured document using appropriate heading tags. As some search engines pick up on the content and therefore constructing good usage and placement of words in the main body will expedite the content tremendously, caching the more up-to-date version.



Highlighting the first main content of an article in bold text and setting the paragraph as an H2 tag and placing appropriate keywords in this section, it is likely that the search engine will read this part first. Especially if it's located near the top of the H1 tag in the document, the BBC website news articles are a great example of this method.



Optimisation of a website has a great deal to do with Internet Marketing and building your own SEO Strategy. Professionals integrate this in their web development process for their clients to aid in driving customers to the site. SEO is an on going process throughout the web development cycle and should be done on a regular basis even after the site is developed. Getting recognised in the search engines with the highest possible rankings can drive more business to the website and provide the best ROI (Return On Investment) for the company.



If you would like more information on SEO to help make your website design more search engine friendly then check out this company.



Conclusion is that Search Engine Optimisation is a necessity for emerging businesses to take hold of as the competition is an ever growing industry.