digital advertising

Search engine optimisation (SEO)

What is a "search engine"? 

Search engines are a very powerful online searching tool. The great majority of people who are looking for information on the web use search engines and of these, Google is by far the most used 'keyword' search engine. 

Google's search engine market share varies from country to country, with recent reports giving it approximately 72% search market share in the US, and even higher in several European countries. 

Search engines rank their results according to their relevance and popularity with their unique complex ranking algorithms. These algorithms use several factors of an online document to determine its ranking. Since every search engine has its own unique algorithm, the weight it gives to some factors may be different when compared to other search engines. Thus the order of results varies across different search engines, although they have similar overall functionality and layout. 

Google is currently the most accurate and successful search providing relevant organic search results. 

Here is a video of Matt Cutts, the head of the web spam team at Google, where he gives a brief overview of how search works in the Google world. 



The acronym SEO, short for search engine optimisation, is the art of website optimisation to increase the visibility in the search engine results page (SERP). SEO emerged since website ranking at the top results achieved a lot of traffic via search engines. Therefore, the focus of SEO is to increase the ranking of web pages in the organic listings which is the most important part of SERP. SEO is a part of search engine marketing (SEM) also known as search marketing. SEM combines activities such as SEO, paid inclusion and pay-per-click (PPC).

Google claims to use over 200 plus ranking factors - the situation is further complicated by the fact that search engines such as Google continually update algorithms. Google almost rolls out an update every day!

Website optimisation

When optimising a website, the Deloitte Digital SEO team look at both on-page factors and off-page factors. Throughout our search engine process, we use ethical white-hat SEO techniques. Search engines have developed algorithms to detect and penalise websites employing black-hat techniques. This means that it does not pay to try to take short cuts: white-hat SEO requires time and effort but the results will pay off in the long term.

On-page factors

On-page factors are elements and the content on the page. These include html tags such as heading tags, title tags, text modifiers and so on. On-page optimisation also focuses on the other elements of the structure of a website such as a website's linking architecture.

The content of a page is obviously very important given the fact that engine algorithms employ complex algorithms to determine the value or uniqueness of contents such as Latent Semantic Indexing.

When optimising a site our SEO consultants check all the on-page factors of the site and make recommendations for improvements and changes that might be required. They are also heavily involved with the Deloitte Digital development team during the creation phase of new websites to ensure that sites developed by Deloitte Digital are as SEO-friendly as possible.

Off-page factors

Off-page factors include activities which promote the website on the Internet. Getting high quality inbound links to a website is a key ranking factor since search engine algorithms have several factors to determine a backlink's score and quality is an important factor. Many links of low quality may pass no SEO benefit while one link from an authoritative good source may pass important link brownie points.

Malta SEO services

It is immediately obvious that getting onto Google is vital for online success. However, this is not as straightforward as one might think - 84% of users only go through the first two pages of Google's search results - in other words to get some Google traffic, you need to rank in the top 20 search results for your target keywords!

Attempting to bypass this statistic by investing in sponsored links is an option - however this is not as effective as ranking on the first two pages, because only 35% of searchers ever click on sponsored results. Getting to the top of the regular, unpaid search results is nowadays a make-or-break target for your business!


Search Engine Optimisation Rankings for our Maltese Website.

Search Engoine Optimisation Malta ranking

If you want to market your products and services online, get more traffic and promotion, talk to the company that has achieved consistent excellent results on Google and other search engines – both for itself and for its clients!

No of keywords 3 5 10 20
No of optimised pages Up to 10 Up to 20 Up to 30 Up to 45
Keyword research SEO Malta Yes Yes Yes Yes
Website analysis Yes Yes Yes Yes
Competitor link analysis No No Yes Yes
Content optimisation Yes Yes Yes Yes
Implementation of content and meta tags Yes Yes Yes Yes
Setup of analytics* & SEO tools Yes Yes Yes Yes
Monthly link building Basic Frequent Intense Aggressive
Link building strategy No No Yes Yes
Manual submissions Yes Yes Yes Yes
Monitoring of analytics Yes Yes Yes Yes
Monthly on-page optimisation Yes Yes Yes Yes
Monthly traffic and ranking report Yes Yes Yes Yes
Initial research and optimisation Yes Yes Yes Yes
Monthly website optimisation, link
building and reporting
Yes Yes Yes Yes
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Contact us, for more information or to set up a meeting to discuss further how we can help you increase your search rankings.