Search Engine Optimisation – SEO
Is your SEO campaign delivering the results that you expect?
Or are you being told that your campaigns are underperforming?
There are several things that you can do to make sure that your website works for your.
… But first let me have this for you …..
Why I Don’t Care About SEO
- A provocative title, but one necessary for the core statement behind this article.
SEO, as it currently exists, needs to stop.SEO has become a terribly abused buzzword. Clients are obsessed with it, yet they have absolutely no clue what it is. Designers cringe at its very mention, though they too are just as ignorant of the facts. The majority of the ‘professionals’—as they like to call themselves—have little background, training or even understanding of the logic behind search or web-based technology. They have simply jumped at the thought of a fascinating new sub-industry that the general public are clueless of and decided to exploit it while it’s young. That’s a fact.It’s fair to say that I’m a rare case in that I have a background in interaction design and development – and over 15 years of learning what works and what does not work. That’s right— one of the guys that actually know what they’re doing, not the countless fake ‘gurus’, ‘ninjas’ or ‘experts’ that spam you on Twitter every other day.I’ve seen the good, the bad and the incredibly ugly side of search. Every piece of markup I’ve written has had the search engines in mind, but never at the expense of the user, which leads me to the core topic of this article…
The whole practice of SEO is bullshit
Hey, someone had to say it, right?
It’s not the concept that’s screwed, it’s the protocol.
Optimising content to be search-friendly is a good habit to get into, it really is. It helps the big guys keep the Internet clean, organised and usable—that’s something we should all be working towards. The catch is that search engines are designed to structure human-readable content and they’re
gettingpretty darn good at it too. My thoughts are obviously a web designer’s point-of-view, so I understand that everything we do should be for the user first and, really, that’s all there is to it.
From my experience, there are two contributing factors to a search-friendly product:
- good, readable content
- clean, semantic markup
Needless to say, I have enough proof to back up this theory. It’s not as easy as it sounds, but I honestly believe the ideal SEO is a hybrid copywriter and front-end developer. They’re a rare breed, but just think about that. Someone that designs content and makes it enjoyable to read yet also knows how to format it for the web—sounds appropriate, right? So why is it that search ‘optimisers’ generally either can’t write, can’t code, or both?
Almost every site I’ve worked on has reached a PageRank of 5 or higher over a relatively short period of time simply by following these two fundamental principles of producing and presenting good content for the web. You can’t fake good content and you can only exploit the search engines for so long before they and their users catch up to you.
Design for humans
When I say design, I mean it in the most literal sense. Whether you’re pushing pixels, carving coding, writing content or optimising any of the above, do it all for your human users. Do it so damned well that they love you for it. Do it so well that they send it on to their friends and colleagues. Do it so well that the search engines understand that you deserve credibility. You’ll be amazed with the results and you’ll be helping us all make the web a better place for it too.
Lastly, for science’s sake, let the search engines do their thing without trying to mess with or find loop-holes in their algorithms.
And that’s why I don’t care about SEO.
… ok that was it – now let’s get on with some of what you should do – and yes it up you with some help from your web professional:
Step 1: set the right goals
If your website doesn’t have many high rankings yet then you cannot expect that Google will display your site on the first result page for keywords such as “mp3” or other very competitive one-word keywords.
You have to start with more targeted keyphrases first. Optimize your pages for many different keywords with lower competition.
The more high rankings your website has for keywords with lower competition, the more likely it is that your website will also get high rankings for more competitive keywords that belong to the same topic.
It’s like running a marathon. You have to run smaller distances first before you can run the full 26 miles and 385 yards.
Step 2: be serious about your success
Search engine optimization isn’t set-and-forget. It takes some time to make things happen. Search engine optimization is an investment into your company and it should be treated like that.
If all you do to ‘promote’ your website is to submit it to search engines then you won’t be successful. You have to invest time and effort into the optimization of your site.
Tools can help you to save a lot of this time and effort but you still have to work with your site.
Step 3: focus on the right elements and get the basics right
Some webmasters are obsessed with the length of the title tag.
Others submit their website every few days to search engines.
Other webmasters insist that a particular part of their website links must use the rel=nofollow attribute.
You don’t have to chase the latest search engine optimization trend. These trend topics usually make the difference between position 8 and position 9. If your website isn’t listed on the first result page at all, you have to get the basics right. The most important factors that will get your website on Google’s first result page are optimized web pages with good content and good backlinks.
Step 4: choose the right keywords
If you choose the wrong keywords, you will waste a lot of time and money.Keywords are very important.
The best keywords for your website are not the keywords with the biggest search volume.
The best keywords also aren’t the keywords that will boost your ego and it’s also not the “obvious” keywords that will work best for SEO.
The best keywords for SEO are the keywords that deliver targeted visitors who will buy. It does not matter if a keyword has thousands of searches. If none of the visitors who find your site through that keyword will buy, then this keyword won’t do you any good. Details about the different keyword types and information on how to find the best keywords for your site can be found here →.
Step 5: get the right kind of backlinks
It’s not necessary to have thousands of backlinks if you want to get high rankings on Google. Your website just needs the right backlinks.
Automatic links from link building schemes don’t work. Actually, that kind of links can even get you in trouble with Google.
You must get the right kind of backlinks to succeed.
Search engine optimization can contribute greatly to the success of your website. It’s important that you do the right things in the right order and that you focus on the right elements.