It’s easy to think that search engine optimisation is an optional extra that is not necessary to getting your business online.
When you get your website live online the publishing process is not enough to get your site generating visitors and sales for your business. To enable your business to be noticed online, Search Engine Optimisation is needed to make sure that your site appears well in the rankings of Google and the other search engines for terms that your potential visitors are searching for. Remember, your website is part of your marketing department and getting visitors to find your site and its message is core to getting you more sales, just like getting your offline marketing noticed.
As Search Engine Optimisation is not a commodity for your business, choosing the right SEO company is essential to getting good results.
A good SEO company will offer a fully transparent service, discussing their work with you and getting you to agree changes to the site. As part of their transparent service your SEO company will explain the work they are doing for you, in a language you understand and answer any of your questions, helping you to understand the process of SEO.
When choosing an SEO company make sure that you avoid people who promise to submit your site to thousands of Search Engines, and who guarantee you number one rankings. Number one rankings can easily be achieved on your site but these might not be for keywords that will generate traffic for your site. A good SEO company will optimise your site around keywords that will drive traffic to your site, and some of these might be competitive, so they will never guarantee you a number one position. Google, MSN and Yahoo are the three search engines that drive the most search traffic and so, although the smaller search engines are important and should not be overlooked, focussing solely on getting rankings in every possible engine won’t help your website.
A good Search Engine Optimisation company will also identify what your goals are for the site and report back to you with how they are performing against these targets.
Link building is also an important area for consideration – some companies may offer to set up landing-pages that are positioned only to link through to your site. This technique is called a Doorway Page or Doorway Website, and is something that Google does not allow, and is mentioned in their webmaster guidelines. Link buying is another tactic that some companies promote, and although some link buying might be OK, bought links can be reported to Google, which is an indication that this is not something that should be a major part of any Search Engine Optimisation campaign.
The Search Engine Optimisation of your website is important to managing the visibility of your site to potential customers so making sure you get this right is vital to your website’s success.
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