Web design section:
SEO management & online marketing
SEO (Search Engine Optimisation)
is a topic which is poorly understood by a significant proportion of UK companies (not including digital marketing specialists orSEO
managers working in blue chip organisations). It is not essential to have a solid understanding ofSEO
yet it does pay dividends to have a level of knowledge which at least gives an informative viewpoint when looking into making decisions aboutonline strategies
orSEO
.Search Engine Optimisation (SEO)
is essentially a pseudo-science which aims to second-guess howsearch engines
work and more importantly, how to take advantage ofsearch engines
when developingwebsites
to artificially promote client sites above competitors.There are a number of tried and tested algorithms which work well in practice when evaluating
SEO trends
, however there is a lot of nonsense talked about 'knowing' how Google works. Yes, there are many publications citing the inner workings of Google are looking at ways to manipulate the search engine viaSEO
, but this is a myth. Think about this: Google's brand value is based on its market capitalisation which is a measure of Google's ability to be a highly usefulsearch engine
whilst providing opportunities for companies wishing to promote viapay per click (PPC) advertising
to capitalise upon users searching for specific products or services using explicit key words or phrases. If the Google calculation algorithm or algorithms were well-known then it makes sense that Google would quickly lose brand equity assearch engine results
would be meaningless with so manySEO
companies able to break Google's code.To add further complication to the issue, many
SEO specialists
disagree with each other over the fundamental basics of search engine optimisation. There are however some well-known trends which have been proven in practice to be effective. There are many theories behind how Google works and one of these theories is that Google constantly changes its algorithms and has several different servers using different methodologies to rank websites. You could fill 100 web pages about the merits of each theory, but it won't help you in deciding how to go aboutoptimising your website
usingsearch engine optimisation
.Any organisation which guarantees
top search engine placement
or claims to have links with Google should be handled with extreme care as these claims are very unlikely to be true - given this is the situation you may be surprised to learn that there are still hundreds ofSEO
companies claiming that this can be done. The truth is less remarkable, instead relying on common sense tactics and a good understanding ofSEO techniques
to provide long-termSEO strategies
to developsearch engine positions
which will remain high over a period of time. A common sense approach based on years of expertise, understanding how Google has changed over the years plus developing websites which are informative and search engine friendly, is definitely the best approach to take when considering anSEO
partner.For