The process of search engine optimisation can be quite a simple one. If the only aim is to increase the likelihood of the site ranking highly for a chosen search term, there are established methods to achieve this. This outcome may sound lacking in ambition. This is because what you really want, when you approach SEO, is for your business to prosper.

What most people really mean when they say ‘SEO my site’ is ‘make my website perform better with search engines.’ The goal of achieving a higher rank can be the easiest of aims to achieve when it comes to SEO. Other goals, including increased searchability, better user interaction and higher conversion rates, are all very common goals which are much harder to achieve, not least because many businesses forget to articulate these objectives.

The main issue is the difference between search engine optimisation and website optimisation. The first concentrates on elements that are attractive to the search engines, while the second concentrates on optimising a website as a whole to appeal to all site users, search engines included.

The lack of emphasis on the distinction between SEO and website optimisation has opened the way for disreputable companies to take advantage of businesses. When the words used describe one thing, but the real intention is another thing, there are bound to be misunderstandings. Companies that talk of guaranteed number-one rankings often can produce these results. The real results that most businesses are after, however, rarely come about in these relationships. This is one reason to be wary of SEO firms that talk only of high rankings. When you approach SEO for your site, it’s important to keep the quality of your site in mind. Your SEO consultant should have an eye out for consistency in content, style and design.

Content: Although some of your site’s pages may be more important than others, it is important to feature quality content throughout the site. This means that although you may plan to supply fresh content to certain sections in order to appeal to the search engines, it needs to match the tone of the rest of the site. This is one of the reasons most content on a site is overhauled during the SEO process.

Style: Similarly, the style in which each of your pages is laid out needs to remain constant. If your main pages are altered to allow your keywords to stand out more efficiently, it may be necessary to alter your remaining pages slightly.

Design: The design of your site may actively impede search engine spiders. If this is the case, a site overhaul may be needed, which will affect all pages. The upside of this is that design changes for SEO will make your entire site work better.

Small changes can affect the SEO of your whole site, even if you aim to SEO only your main pages. Please contact our experts at SEO Consult about obtaining the right sort of results for your business when it comes to SEO.

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