SEO – Search Engine Optimisation

SEO – Search Engine Optimisation

What Is SEO

Search engine optimisation (SEO) is the practice of developing your website and business into an authority in your niche, which over time ranks as close to the top page of Google and other search engines for your important keywords, as possible. Most importantly it is yielding the types of sales and enquiries that are healthy to maintain and grow your business.

SEO is often seen purely in terms of rankings, however it should be carried out as a fuller service. For a long time there has been a variety of methods to get websites ranking for their keywords, but a number of these have been bad practices and don’t do the website any favour in the long term. Some websites have even been banned due to dodgy practices being carried out on their behalf by a black hat SEO company.

SEO is about setting up your website for long term success. This can only be achieved for the long term by developing your website as an authority in its niche. In the past other fast track methods have worked, but eventually only for a period of time.

Even if you haven’t heard about those “funny” animal updates that Google does to its search engine, such as Panda and Penguin, then go ahead about Google – “google panda” and “google penguin”. Soon you’ll see, but read on as these SEO issues will be discussed shortly.

What Is An Authority Website?

The term authority website refers to websites that people trust above the others which cover the particular subject matter. Wikipedia would be considered an authority site, as many people rely on the information in it. Basically it’s a website that has incredibly high quality content, that has gone beyond other websites. It is obvious that the site is associated with top experts in their field.

Our Services Are Customised To Your Needs And Start Off from £450 per month for SEO – click here or call us to get some initial free advice

How Does My Site Become An Authority Site?

Your website will most likely need a fair bit of work to achieve this, but some sites will need less work. Some website owners have been naturally writing passionately about their niche, services, products etc and this means that they will be off to a great head-start.

Thinking laterally and working creatively, with a long term excellent content development plan, as well as attracting the right type of incoming links is the recipe that needs to be followed to achieve the status of an authority site. There are many white had SEO companies who will go the extra miles necessary to work out a plan that will put you in this valuable position over time. You will also need to have some social media activity.

What About The Company That Has Been In Touch With Me Promising Top Rankings On Google In Three Months?

No company can guarantee this, unless they are talking about PPC – Google Adwords. On local SEO there is a higher chance of getting rankings, but the truth of the matter is that you don’t know what your competitors are doing in terms of their investment in SEO.

If it sounds too good to be true, it normally is!!

There are multiple reasons why it is a false promise.  As mentioned they or you have no idea how much money your competitors, who also want that top position, are investing in SEO.

Also Google keeps on doing algorithm updates which shake up the SEO playing field on a regular basis.  They do make some announcements about them, but the reality is that it is up to SEOs to evaluate the effects.  If the company has been applying correct practices, there should be nothing to worry about anyhow.

What Is On Page SEO?

On page SEO is ensuring that your website has excellent content which is backed up by a great user experience. It also includes having various data on the code of your webpages to tell the search engines what the site is about. The site should be very easy to navigate, with a good menu and plenty of internal links to make the users lives nice and easy.

What Is Off Page SEO?

Off page SEO is promotional activity off your website which results in potential business, a raised profile, positive PR  and attracting in good quality incoming links to your website.

What Are Incoming Links?

This is when another website or blog uses a hyperlink to reference content which resides on your site or blog. This is considered to be a vote of confidence in your website’s content. However when it comes to links it is not a case of the more the merrier, the important links come from other authority sites, or at least ones that are well thought of, in the eyes of the search engines.

Think of it like getting a testimonial on your website from David Beckham v George Smith who lives down the road.

What Is The Importance of Google Panda and Penguin Updates?

Google Panda was released for the first time in February 2011. The aim was to serve up higher quality sites in the top search results and to lower the results of low quality, thin sites. However it was shortly followed by a deluge of complaints as the likes of scraper sites were getting higher results than good quality original sites. Siince then it has had a number of updates.

Here is a link to Google’s information on how to build a high quality site.

Google Penguin was released initially in April 2012. It aims to decrease the rankings of sites which use black hat SEO techniques, such as participating in link schemes, keyword stuffing, cloaking and creating duplicate content deliberately.

Find more information here on black hat SEO.

Panda will be integrated into the search algorithm; the idea being that updates will be less severe and more in real time. This happens mid March 2013. It was announced at the Search Marketing Expo – SMX West by Matt Cutts of Google.

Do You Feel Confident That Your Site Is Heading In The Right Direction?

Now that you’ve read some of the basic but important SEO information, do you feel confident that your website is heading in the right direction? I hope so. If so that’s good news, just continue being creative, consistent and an authority in your niche.

If Not Consider Getting An SEO Audit

We will do a free SEO audit on your website, if you need to get a health check, or if you feel concerned about previous practices or you are just not sure of the direction it is taking.

Our Services Are Customised To Your Needs And Start Off from £450 per month for SEO – click here or call us to get some initial free advice