The important thing to consider when trying to improve a sites ranking in search engines, is what Google et al are trying to achieve themselves. This is quite simple. They want to deliver relevant results to visitors.
This is achieved through a complex set of ever evolving algorithms targeted at promoting fresh, relevant content and downgrading those that try to ‘play the system’ for results. Any technique that tries to get dishonest results from search engines will ultimately fail and may end up in the site becoming blacklisted.
Quite simply then, search engine optimisation is about making your content relevant for users, making sure it is unique and fresh.
Our search engine friendly build ensures sites like Google can efficiently and effectively find relevant content on your page. This, together with quality content is the backbone of any search engine optimisation effort.
What else is involved with Search Engine Optimisation?
There are a number of techniques used to assist in developing your online presence and they can be categorised in two ways. On-site and off-site optimisation.
On-site optimisation is about making sure your site has relevant content. It looks at the keywords for which rankings are required and optimises content around them, making sure it is consistent and the page is marked up correctly for the search engines to rank the page accordingly.
Off-site optimisation includes link building and other internet marketing, such as working with your social media efforts.
Link-building should be approached with caution – a few good quality links to your site will yield good results, whereas attaining thousands of poor quality links could in fact have a detrimental impact.
Summary
There is no special technique to search engine optimisation, any that claim there is are misleading or mistaken. The focus of the search engines is delivering relevant results. When optimising your site, we look at making your pages as relevant to the keywords as possible, ultimately ensuring that when visitors find your site, it is because it is relevant to them – increasing ultimate conversion.
