Understanding SEO

It important to give you an overview to good SEO techniques.

Contrary to what many SEO consultants would like you to believe, there is no secret formula or series of tricks that can be employed that will get you to the top of a search engine’s results. In order to determine which pages rank most highly, the search engines use complex algorithms, the formulas for which are constantly being tweaked and changed. In part, the very purpose of their constantly changing formulas is to prevent webmasters being able to manipulate websites solely to achieve high ranking. Questions that inexperienced web designers will ask with regard to SEO include wondering how many times should keywords appear on pages or what the optimum ratio of keywords to non-keywords is. These webmasters are misunderstanding the basics. Essentially good rankings are achieved by building a quality website both in terms of its coded structure and its content. We therefore need to ensure that your existing website (and its future replacement) is built and worded correctly; optimised for search engines’ spiders to crawl your pages and index them favourably through, for example:

  • creating a good website structure with quality content;
  • choosing and using the correct keywords for your industry;
  • creating relevant title, heading, description and alt tags;
  • selecting and requesting quality links; and
  • avoiding SEO coding errors such as using code that cannot be read by the search engines’ bots that crawl websites for indexing and ranking.

The Impact of Changes on Request

Once we have made the initial changes to your website, it is important that you are aware that working out the cause and effect of specific website changes in relation to search engines is near on impossible. Those inexperienced within the field of search rankings are often quick to believe that a change in position is attributable to some recent change on their website. Whilst this is of course possible, often it is in fact not the case. The reality is that a change in position could be due to a completely different change you made to your website several months ago or could importantly, be due to changes that one of your competitors made to their website that affected their rank which in turn affected your own rank. Alternatively, it could be that the search engines changed their algorithm and that the changes you made on your website were irrelevant. Due to this dynamic nature of SEO, two important points arise:

  • rankings are fleeting – no website can ever achieve a permanent ranking on a search engine (despite false claims made by some in the SEO industry); as the engines constantly modify their algorithms and on a daily basis new webpages are created, some of which inevitably be competing against you.

In light of all this, our strategy needs to be more all-encompassing than trying to focus on the merits/benefits of each individual change that we can make to your website. Instead, we will focus on creating the best website for you that we can with a constant awareness of search engines’ likes and dislikes and an acceptance of the fact that no one (including your competitors) will have access to their algorithms.

Wildfire Brands: SEO 101

 Get Ahead, Stay Ahead