How Not to Make Search Engine Optimisation Work
October 6th, 2008 by Nick
In order to help show how good SEO can be, I believe that you need to see a prime example of how useless , if done the wrong way.
During my very first days at SEO Consult I was tasked with calling back those that showed an interest in the services the company offered, in particular Search Engine Optimisation.
I was in charge of informing those that new little about these services and how Search Engine Optimisation can help them.
It was here where I spoke to a gentleman in the south of England who owned a Restaurant that specialised in a certain culinary genre – but one that was not as popular as Italian or Chinese for example – let’s say Argentinian. Either way this was my chance to tell someone what he could achieve if he were to opt for the Search Engine Optimisation services we offered.
After about ten minutes of me selling my soul to this guy in order to make my case he was still uninterested and rather doubtful of our abilities. It was at this point where he told me of another company (Let’s call them “Company Aâ€) that has been in touch with regards to Search Engine Optimisation. It sounded as if he was impressed with what they offered. Here is the deal: the keywords “Argentinian Restaurant’s in Brighton†would be used in order to boost sales and advertisement…
So why is that so bad? First of all it sounds a little Unethical offering this as if you excel in SEO Advertising as “Company A†say they are, then they should know that it is a no-starter. It’s simple: the search is far too narrow an area to cover. Argentinian cuisine is not on the same level of popularity as Italian, Indian or Chinese and as a result the vast majority of people in the UK are not going to think to themselves “I quite fancy an Argentinian tonightâ€. No doubt you would appear high in the organic rankings with a search like that, but that’s too easy.
If you want to maximise advertisement through SEO you want the keywords to be as broad as possible. Instead of using the keywords “Company A†offered you want to be using keywords like “Local Restaurant’s†and “Eating outâ€. Even “Restaurants in Brighton†is better because it is putting his business in the same pot as the Italian and Chinese establishments in the area. You are then competing with opposition in your area, getting to the top of the organic results, boosting advertisement potential – and that is the most important aspect.
In order to maximise the potential that Search Engine Optimisation offers, you need to understand that searches the everyday person uses are weaved into your website to make sure that you can achieve as much advertisement as possible. Whatever you do, don’t go for overly niche keywords – this ends up with your business being in competition with itself, and ends up ruining what you have spent so long building from the ground up.
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One of the things you should be doing on a fairly regular basis for your website is running a fast check on your keyword phrases. You should have to follow the search engine applications, if you want to improve your site’s ranking in major search engine.
Search engine optimization is set of rules and to follow these rules you can get a lot of visitors and a high ranking in major search engines and a professional SEO to update his knowledge because major search engines are constantly changing their methodology to stay ahead of competitors.
Search engines as partners have a very different but very essential search engine optimization strategy. Keyword density is very important factor for your site and you should use appropriate keyword for your webpage and your keyword should be unique and relevant.
Search engine optimization is a marketing strategy and in the black hat methods search engine optimization first turned out to be a highly maneuverable business where webmasters would put irrelevant Meta tags and keywords on their site to rank higher and to attract traffic.
Many SEO companies deal with marketing a site using white hat methods. And you should hire a professional SEO for better success of your site. You would just have to make your choice well when you are in the market for a company to do your search engine optimization work.
Search engine optimization is now the way forward for any business, with adwords getting more and more expensive, a nice free’ish long term business investment would be to check the keywords are buyer keywords using ppc, then when ROI has been established and the keyword is proved to be profitable, then you should put the work in to get it up the rankings in a competative niche.
Best Regards
Jon