Back in 1999 I worked with a number of companies performing Y2K Audits for SME businesses and now...
Search Engine Optimisation
Search engine optimisation techniques and tips for anyone who is serious about their website. SEO is not for the feint hearted and it requires consistent application of a wide range of techniques and initiatives to be applied on a regular basis. There are a number of things that you can do to improve your website through a better understanding of what SEO is about and what is required. Through a growth in your own understanding you will be able to deliver a better web solution and improve your chances of attracting greater and better qualified leads to your website.
The ultimate solution to getting more sales leads is to simply optimise your website. To make it even easier for you, there is a list of Google ranking factors to tell you what you need to do.
Sadly, the truth is that it is not so simple — even when you to use this well-publicised list of Google's 200 ranking factors. Don’t get me wrong, this is a great list and one that is regularly updated and referenced by many well-recognised and leading SEO consultants.
So what is wrong with such lists? Honestly, they are a great checklist. If you know what you are doing and know how to verify details the list refers to. What is not known is which are the items that have the greatest impact on your website ranking if you do use this list. You also note that the opening statement is "Google uses about 200 many factors in their algorithm".
In fact, we don't know just how many there really are all more importantly, how Google changes its algorithm with regards to examining the individual factors stop there is also an issue that certain factors relate to other factors and the impact of the mix of these factors is not fully understood.
So Why Should I Use an SEO Consultant?
If no one outside of Google knows how these ranking factors are really applied, why are SEO consultants of any value?
Apart from my immediate response of "not all SEO consultants are of use", I can say that there are those who spend time researching and learning and apply some acknowledged SEO practices that will more "improve your ranking". Insofar as guaranteeing specific results, this is a lot harder to do, let alone live up to.
Long experience has however enabled good SEO consultants to identify those practices that will most likely give the best results. These practices will deliver noticeable improvement in your site ranking. However, these may not be enough to get your website to the top of page 1 results.
This is where the hard work begins and requires considerable research, investigation and analysis of your business, your market and your competitors.
It may also require attention to the actual design of your website and the strength of your brand and the relevancy of your content.
User Behaviour Impact on SEO
In Neal Patel's article "How User Behaviour Affects SEO", he introduces a new dimension to the science of SEO and discusses how the search engines are now becoming so sophisticated that they are looking at the behaviour of visitors to your website as a factor in website ranking. He argues that greater attention is now on the user - what they do when visiting websites. This line of thinking suggests, truly enough, as users making more searches their knowledge grows and consequently their search skills become better honed.
His article goes into considerable depth discussing this subject in a way that is easy to follow and understand.
What it does lead to is the notion that SEO consultants now also need to look more closely at content within your website. The search engines are now paying greater attention to the relevance of content and its currency stop. They are concerned with the value your content contributes to the users. The best way to achieve this is through content marketing.
Whilst the broad principles of SEO have not dramatically changed, how they are implemented and assessed by the search engines has and this is what you SEO consultant needs to keep abreast of in order to gain better search ranking your website.
As I see it, the skills of SEO (as it has been) and content marketing are becoming more closely aligned. Does your SEO consultant make a good copyrighter? Probably about as good as your Web designer. There are ways in which good digital marketing agency can overcome that challenge.
References or Related Articles
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