Organic search engine optimisation
Send out the search party!
The new website is done and dusted, the launch went well and the press release went out. Yes, it looks good, yes it delivers all the right content, yes, it supports the brand beautifully and yes, your existing clients love it,
but something is missing ?
Unfortunately, there are a great many webmasters, owners and marketers who just do not put enough effort into preparing their web site for search engines such as Google, Yahoo and MSN. It's safe to say that many traditional web design companies do not know how to implement an effective search engine strategy. Many, through a lack of basic search engine optimisation (SEO) understanding, actually and innocently build in elements during the website development that can hinder and limit the new site's chances of ever establishing good search engine rankings.
Organic search engine optimisation can be best described as the practice of building web pages that are both search engine friendly and user friendly.
We have seen many 2nd and 3rd generation site redesigns that have at a stroke, effectively destroyed search rankings and incoming links established over the life time of the original site. This, quite literally, throws valuable search engine collateral out of the window.
What can you do?
The easiest and quickest, but in the long term by far the most expensive way to gain visibility on a search engine such a Google is to pay for sponsored links or Adwords. These links are tied to specific targeted keywords. Great I hear you say, we need to be on page 1 of Google today. The problem is that without a (non-sponsored) organic search engine optimisation campaign you are literally renting space and no more. Stop paying and you disappear without a trace. Add to that the potential for click wastage and click fraud and it can be an uncomfortable monthly pill to swallow.
It is important to stress at this point that optimising your site for good search engine visibility is not a five minute task; it requires considerable time, careful crafting and a sustainable strategy. It is important to view search engine optimization as a long-term investment. There is certainly no point in optimising the site on one day and then walking away thinking that the site will perform well in searches forever more.
Optimisation has to be ongoing; web access logs should be checked regularly to analyse traffic flow - is it getting better or falling off, which content is visited often and why, which not at all, which other sites are linking in to yours and why.
With good monitoring it should be possible to constantly improve the search engine performance of your site. Search engine optimisation involves a lot of different elements, keyword research, meta tags, page titles, headings, word count, keyword frequency and prominence, competitor audit, key linkage and careful log analysis to name but a few, All play their part in an ever evolving search engine landscape.
Don't miss out on business
Unless your website delivers new clients to your door and unless visitor numbers increase month on month, you're preaching to the converted. The internet is not a beauty parade but it is all about being seen.
Go on expose yourself - talk to us on 01462 790470 or email us on exposeyourself@moscovitch.co.uk