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Search Engine Optimization
The practice of SEO is an ever changing one, but if correctly employed, it can mean the difference between a mere website and a commercial success.
Why Does My Website Need SEO?
Having offered SEO services to clients across Norwich, Lowestoft and Beccles as well as clients further afield, it is clear that a number of misapprehensions exist about the nature of SEO. Contrary to popular belief, SEO is not a purely technical process, nor is it all about adding keywords to every page, building thousands of links to your site or even getting to number one in Google.
Although these elements still form a part of SEO activities, the internet has evolved and SEO has had to evolve with it.
A Holistic Approach
Ten years ago, it was far easier to manipulate a website’s position in the search engine rankings. Many of the old techniques used to achieve results such as ‘Keyword Stuffing’ (adding a number of keywords to a web page regardless of content) are known today as ‘Black Hat’ techniques. Black Hat SEO no longer works and can often do more harm than good. The search engines (such as Google) are increasingly intelligent, able to identify dubious practices and penalise offending websites.
As the web becomes an ever more fluid experience, particularly with the rise of social media and social networks, SEO has had to grow to accommodate these changes. A social media strategy is fast becoming a staple of the SEO process and one that you ignore at your peril. For businesses that are social in nature or offer services that require quick methods of communication with customers, a social media presence is a must.
Number Crunching
The measure of success is often perceived to be an increase in visitor numbers or better search engine rankings. At the end of the day, SEO is about driving traffic and users to your website, but to focus exclusively on this fact neglects other important aspects of SEO. Careful analysis of result user tracking can help you to develop a finely tuned user experience and often increase conversions in the process.
The End Game
Not every website is a suitable candidate for a successful SEO strategy. Content is king and websites with relevant, ever expanding content bases will ultimately rule the day. SEO in these cases is about making sure your content is seen ahead of everyone else’s. Conversely, a website with little or poorly written content will prove a challenge to even hardened SEO veterans.
It’s important to remember that SEO is not a cure-all solution, nor does it offer instant results. SEO requires commitment and should go hand in hand with the development of a website. If you're looking for web design and SEO services in the Norwich area, talk to us and find out how we can improve your website.