Search Engine Optimisation

SEO is more memorable than the full term but still attracts complex definitions and tinges of secrecy. In reality, search engine optimisation means ensuring all elements relating to a website work together, to gain the best possible position in search engine indexes. Implementing this does require knowledge of website construction, how search engines "think" and the way the web interacts. Expecting every business to understand this in detail would be unreasonable, although they are often in the best position to implement change and ensure all aspects pull together. For many businesses, outsourcing SEO is a mistake, when they would be better served by sound advice, tailored to their needs.

Sourcing the help you require can be perplexing, with the phrase "website consultants" appearing more regularly in ads, because the alternative, search engine optimisation, has been misused. Often through inane promises, such as "Top 10 in Google guaranteed." or offers to work on a results basis. You pay when your website hits page one for selected terms, only to discover the terms draw no traffic, or the tactics used see your site fall from the indexes after a few weeks. Whatever title is used, we are not suggesting you should shy away from SEO support, this encapsulates all the benefits that can be brought to a website. The key is to make sure a website consultant, or developer, works by basic rules:

• They do not control the search engines and are unable to make promises, simply use the skills and knowledge they have to help your website move forward.
• Their prime aim in doing so should be to ensure your business becomes better equipped. Good SEO involves the development of new skills inside a business.
• Search engine optimisation draws on every aspect of a business, from an update schedule, to what goes on the company sweatshirt. A consultant needs to create awareness.
• Developing a website is rarely an instant process. An ongoing strategy, taking into account wider business plans, should be at the core of efficient SEO.

If in the early stages, a website developer needs to take action themselves, to ensure your website thrives. Their job is to explain each step they take and identify every opportunity to have future work carried out by the website owner, their designer, or others in the business. In the longer term, the SEO role should be no more than advice, when called upon.

Our role in Surrey, is to ensure the right services are available to create a stable business base. We work solely with small, often quite new businesses and are aware that every piece of expenditure needs to be justified. We will not charge to take a close look at your website and will be delighted if this is already finely tuned. Where meaningful website optimisation would help, we will find an experienced developer to work with you, or your website designer. SEO services will normally be available at a reduced rate and concentrate on making sure you need less support in the future. A good search engine optimiser takes an holistic approach and that always includes the people to whom the website is so important.

If you are interested in SEO, our article on optimising website code adds more technical detail. Alternatively, you are welcome to return to the main index, or contact us in confidence, if you need further information.

Optimising a website isn't all technical detail:

• Be prepared to pay for hosting, free options rarely give the access and control you need.
• The same applies to website domain names, you.freewebspace.com is for hobby sites only.
• Avoid duplicated text at all costs, whether taken from other sites, or pages you control.
• Relevant and valuable content is essential, SEO is not a replacement for building a good site.
• Don't be tempted by artificial shortcuts, such as trading links, or overuse of keywords.

The points above are broad but a good start. If you are thinking of setting up a website, we will be happy to offer free advice on avoiding typical pitfalls.

Advice on search engine optimisation is helpful, with the search engines needing and choosing to employ methods that are not always apparent.

This does not mean the subject is complex, a while spent alongside someone familiar with search engine practices, can make optimising a website enjoyable. The best route is patience and access to the right information.