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Search Engine Optimisation - The Truth

All web agencies will claim to have optimised the structure and content of any website they develop to assist search engine ranking. This is referred to as on-page Search Engine Optimisation(SEO) and whether they do or don't is not really the issue. The issue is how well does on-page SEO really work when it comes to the listing position on major search engines, in particular Google.

Below is a quote by Brad Callen who is a SEO Expert, the author of a number of books on the subject and a regular speaker at SEO seminars.

"I really want to point out the fact that, although good onpage optimization is something you'll really want to do, it is NOT how you make dramatic changes in your search engine ranking! This is one of the biggest misconceptions in the search engine world. Many believe that by getting your keyword density just right, or by moving your keywords around on the page in just the right places, you'll really move up in the search engines."

And yet, so many web agencies will claim that they have developed a website and by using a specific keyword phrase the website will display on the first page in Google. It may well do. We developed a website for the artist Paul Attfield and using the keyword phrase 'pet portraits wolverhampton' on Google will list the website on the first page. Using 'pet portraits' without the 'wolverhampton' will not list the website in the top 100.

There are only two effective ways for any website to obtain a consistently good search engine ranking.

The first is to feature as many times as possible in searches, even if the keywords used do not relate to the website's primary goal.

For example, the primary goal of a campsite directory in the UK is to attract users who are looking for the best campsite to pitch their tent, and owners of campsites that wish to pay to be listed on the directory. Using the keywords "tent review" lists the website UK Campsite.co.uk number one in Google. This is because they have a review page.

SEO Example

Therefore they are listed even when users are not using the main search keywords for this website which would probably be something like "campsites in the uk".

The second and most effective way of obtaining a consistently good search engine ranking is to have QUALITY LINKS TO your website. In the previous example UK Campsite would still be displayed at the top of page one in Google using the main search keywords because of the number of links to their website.

To find out just how many links they have type "www.ukcampsite.co.uk" including the speech marks into Google. They have about 167,000 references to their domain name.

To obtain this level of links will take a great deal of time and money if you do it yourself. High ranking websites charge for their links to you. It will cost even more, probably several hundred if not thousands of pounds for SEO consultants to do it for you.

Therefore as a website design agency we will ensure that your website is developed using valid CSS and XHTML. That keywords are included in all the relevant tags including internal links and within the content of your home page. But to quote Brad Callen again.

"These are things you should do to your webpages, but will only move your website up a few places in the search engines."

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Search Engine Optimisation - The Truth