SEO - or Search Engine Optimisation - definitely earns its nickname of the The Dark Arts.
In our job, we come across a lot of advice concerning methods of optimising a website so that Google etc notice it and show it in a favourably high position in search results. What becomes clear early on is that the advice is a minefield of information, disinformation, guesswork and hunches.
The reason for this is that Google guards its methods carefully, so they are not abused by unscrupulous businesses who could optimise their sites to appear in popular searches which actually had nothing to do with what they are selling. For instance, a major car manufacturer was recently publicly named and shamed by Google for inserting the names of its competitors throughout their site. This meant that anyone searching for another manufacturer would see the unscrupulous manufacturer's site listed at the top of search results instead. Along with other unscrupulous methods, this is called Black Hat SEO - and when Google discovers it's use in a site it marks it down, or in some case, ignores it completely.
As far as White Hat or honest SEO goes, many SEO "experts" one encounters always have insider knowledge (so some claim) directly from Google. This knowledge tends to be particular rules which must be followed and from which one must not deviate. Unfortunately, the insider tips and rules from one expert often contradict those of the next expert one meets. For instance, some months ago I was told that Google was planning to ignore the content in the foot of web pages as so much superfluous text appears there. A month later however, I was told that Google pays special attention to content in the footer and it must be a priority, reflecting the title of the page and the content on the page. You see the predicament? Without a handbook, one relies on rumour and a lot of hand waving and assertion of one's own superior knowledge, for who can tell what is the most effective ingredient? And who could argue agains it?
Google carries out a deep scan of the web every 4-6 weeks, or 2-8 weeks, again depending on who you talk to. This irregular and lengthy interval makes it hard to observe a cause and effect of different SEO techniques.
I have long adhered to something called SEO - but mine stands for Search Every Option. Perhaps it should be Evaluate Every Option, for when I find a new tip, I check successful websites to see who also employs that principal. If I then believe it is effective, I use it on the sites I administer, including my own and check them on Google in the weeks that follow. Just recently our honest SEO methods have launched a brand new website from scratch on to the first page on Google for 10 out of 11 queries pertinent to the business. In addition, 9 out of 11 results appear first or second on the first page.
We always put a lot of work into researching and refining SEO methods, and are are proud that our customers benefit from our work.
We provide website design and SEO solutions for clients in Warrington, Manchester, Liverpool, Wirral and throughout Cheshire, Lancashire, Merseyside and beyond.
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