Search Engine Optimisation
A bit of background
Search Engine optimisation is an integral part of having a web site built and is often
over looked when budgeting for a new site. The actual definition
of Search Engine optimisation is still quite woolly,
because it's a relatively new industry. Our understanding
of it is to prepare a web site for submission to Search Engines,
typically targeted at a number of specific keywords (e.g.
web design Milton Keynes). The idea being that if someone
does a search for 'web design agency
in Milton Keynes' on
one of the major search engines, like Yahoo, Google, MSN,
Ask Jeeves etc
then we would be near the top of the results list.
Of course, for some keywords a prominent ranking is going to be easier to achieve than others. For example to achieve a high ranking with a term like 'Web design company' is going to be a hapless task, because there are so many companies trying to get listed for that phrase. However, 'Web design company in Milton Keynes' should help narrow the results (see examples on Google or Yahoo or Ask Jeeves).
The balance then is to find search terms that are going to provide enough traffic and get a prominent ranking.
The methods used by Search Engines to index web sites change regularly so continual monitoring and alteration is the only way to ensure that a prominent ranking is retained.
The Google Sandbox...
The dreaded Google sandbox. As with anything Google related, this is based on opinions not facts, however, any new web site that is registered with Google will suffer from poor organic search results. Fundamentally, the sandbox is Googles way of combatting the spam sites that are set up with the only purpose of building back links to a main site. So all new domain names are basically put into a deep freeze for around 3 - 6 months until they are satisfied that it is a genuine site and not set up for 'cloak and dagger' SEO techniques.
Pay per click
Paying for links to your web site is a common way of gaining a prominent position for a particular search term when your site is not setup or targeted properly for that search term or the site is in the aforementioned Google sandbox.
We have picked up recent clients because other local web design agencies are telling them not to optimise their site for the Search Engines and just to use pay per click listings instead - this is absolute rubbish and they are just addmitting to the fact that they don't have the know how or skill to achieve a prominent organic ranking for you site.
The pay per click strategy should be an addition to a well optimised web site, not a replacement for it.
Search Engine optimisation is such a complex process that we could build another web site purely about the subject - if you need to know more we suggest you either contact us or visit some of these web sites where you will be bombarded with info!
http://www.searchenginewatch.com