About SEO

Search Engine Optimisation is actually a bit of a misnomer. The idea that you should optimise your website to gain better search engine ranking is to a large degree no longer valid, in particular reference to Google and its alrgorithms.

Those algorithms are highly advanced decision-making software that attempt to define what makes good content for users, and thereby give it higher ranking than pages that aren’t as good.

Notice we haven’t mentioned that it relies on the number of links you have from other sites, and this is an important distinction of the newer algorithms that Google is operating with.

Updates since 2011 have been referred to with some cute names: Panda and Penguin.

These names have become menacing sounds to some SEO “experts” used to somewhat outdated search engine optimisation techniques. That doesn’t mean that links to your site aren’t any good, it just means they are no longer the ranking winner they used to be.

Some of these outdated SEO services being applied to websites are in many cases resulting in temporary gains in ranking only, or with others resulting is ranking loss.

The main focus of the algorithm improvements is to ensure a better user experience, and a good user experience is about the user finding what they wanted to find, reading the valuable content that the websites they found had to offer, engaging in and viewing the pages, spending time on those websites.

If Google renders results based on links, or manipulation of false or irrelevant keywords, then the user has a poor experience. The answer therefore is really about making sure your website has great content, without bothering too much about ‘tricks’ to get the visitors.

Google and paid rank through AdWords:

What is the purpose of Google? i.e. what is Google trying to achieve?

Well, in the first instance, the answer to this is quite simple: make money for its shareholders.

Google does this by delivering paid search results at the top or bottom sections of the search page, or even on other websites that have sold space to Google for advertising purposes.

If Google shows you ads that are not really relevant for what you’re searching for, you’ll get annoyed with the ads, or simply grow a habit of ignoring them because you deem them to be irrelevant based on your past experiences when clicking on them. They therefore needs to make sure that those ads are in fact relevant as much as possible.

In response to this, Google is offers free ad creation assistance to also improve the overall user experience of using Google in this respect too, but we’re not convinced this is a great service for AdWords beginners because the guidance is based on Google’s best practice – which is not necessarily the best practice for your business.

The area where most users will view and click links is in the unpaid “organic” search results.

About 60% of people ignore the paid ads and look directly into the organic results to find what they are looking for. So making sure you get good organic ranking is still more financially viable in the long run for most businesses – it depends of course on what you’d have to spend on someome to apply search engine optimisation techniques to your page to gain the ranking in the first place.

This is where our SEO services come in.

On-page SEO:

We specialise in what is called “on-page” optimisation services. These aspects of SEO are absolutely crucial in gaining raking.

Gone are the days that a website with poor content can get good ranking by having 10,000 inbound links. In a lot of cases, websites that ranked well because of inbound links have simply fallen by the wayside. Sites that ranked on page 1 are now found on page no-where.

To some degree “search engine optimisation” still does have it’s place, but we believe its meaning has evolved very rapidly since Google rolled out Panda, and even more so after Penguin, which are both now operating in real-time as core parts of the new algorithm.

So: “search engine optimisation” has much more to do with creating great engaging content on your web pages, with accurate and appropriate metas and titles, good image tags, good page structure and flow, and so on.