The truth about Search Engine Optimisation
Search engine optimisation (SEO) is not about getting your various web pages to rank well in the search engine results (SERPS). Ranking well is merely positive and often inevitable by-product of good optimisation.
SEO is firstly a process by which you set and maintain your web site’s on site and off site elements correctly and accurately to allow the search engines to find and index the pages of your site for the most accurate terms and order them fairly compared to other sites.
There are numerous things a web site owner or someone working on their behalf can do to help Google index a site properly and fit into their rightful place within the rankings for particular key phrases.
Over the years there have also been many new (thankfully short-lived) ideas and practices surrounding “optimisation” and ways of forcing a site to rank highly in search engines. There have however been just two golden ideas which are responsible, right and have remained constant and are the unchallenged strategy Digital Growth adhere to.
Businesses, whether they transact online or not, need to target traffic beyond vague keyword matches. Any company who do this benefit with visitors who specifically
- want or need your services
- are considering it
- can afford your services
- have no blocks to dealing with your specific company
- are in or approaching a position to proceed
- will, if appropriate, return and
- will refer your services to others. Continue reading
Anyone can make cuts. But not everyone’s a Surgeon
It takes no skill to drive paid traffic to a website. Anyone at all can wield this power and most who try quickly waste their budget and lose their confidence having acheived zero results.
Having tried this approach some companies then go on to employ agencies who actually profit from your click costs or sales, achieving ‘some’ results but not providing the full benefits back to your business.
Getting to the top of Google and staying there.
Getting to the top of Google (whatever that actually means) and staying there is a laudible objective indeed but probably not the best way to think about your digital marketing and is the one thing some digital marketing people do not want you to know about. The ‘Penguin’ update is a prime example of this with millions of web sites suffering a drop in rankings because of bad link building practices which agencies knew at some point would be rejected, yet some years link building at almost any cost was considered the ONLY form of SEO left. And it is not SEO at all.Many agencies will make impressive promises to get you listed at the top of Google because they believe this is what you want to hear.