Optimisation

Every website should be optimised
We make this part of our standard

Search Engine Optimisation - what is it and why do it

There are only 10 spaces available on Page 1 of Google for "natural search". They are the most important spaces on the planet to any business wanting to secure a steady flow of interested customers. There you have a free "Headline" and "description of your services". In other words the core elements of any advertisement.

What we do to optimise

We work at 2 levels:

Every website we create is automatically set up to gain rankings
We work with existing sites and apply our techniques and programs to optimise it.

Clearly when we set the site up it is easier to install and implement the process required.

Working with existing websites is more difficult and relies on cooperation from other parties. Sometimes the sites are not compatible with an optimisation programme.

Nothing we do is technically obscure. What we know and how we do it is less obvious. Overall we look at quality. More importantly there are techniques we have learned over many years and these have proved to withstand all revisions carried out by Google.

We want our clients to be the best they can. So our process of optimisation looks at what it takes to do that.
Our secret is that we have done this for a long time, and follow a principle which has proven to outlast all the changes Google implements.

What we do to optimise your presence

In broad terms our optimising programmes work through these categories

Review of existing website and its strengths and weaknesses
Review of current competition and client's current ranking status
Identifying those keywords which will provide an optimal value
Initial review of relevant data which affects optimisation

Inserting appropriate meta-tags, links, and codes
Relevant content creation for the website
Developing other relevant media, with content and placement
Management and review of data and analytics

Further, more specific details and additional work required are:
identified, costed and discussed before every engagement.

Additional points on Google

Google in Rio Olympics mood

Some quick points -

Google ranks pages on a website, not the website itself.
Google is part human and part machine.
The machine part is a mathematical formula so it cannot be bribed or blackmailed.
The human side relies on the formula but does intervene when it spots something bad.
And occasionally the humans become very upset and either blacklist sites or drop them into oblivion on the rankings.
The humans do set the codes and Google's targets are to make one change or tweak per day.
They do make major reviews regularly and can eliminate 1000's of sites which they feel should no longer be ranked or even indexed.

Inter-related sources of search information and buyer interest. Ad is from 2010/11 - look who is advertising

Some important points

It is good marketing
A significant part of the process of optimisation is relevance. The content you provide on each page of your website must be relevant to the user. It identifies you as the right service provider. And good marketing should do that.Giving relevant information persuades a user to take action.

Always visible
If your product or service is highly competitive and in high demand then you need visibility. This means that your ranking on the search engines must be as near permanent as possible. So you need to optimise, and continue to do so, to retain a high ranking for the best keyword phrases.

What does Google really want to know about you?

The question Google asks - are you an"authority" site? In other words, do you provide the level and quantity of information the user needs. Can that be confirmed by other sites which link to your pages. It will look at this factor in its appraisal of the pages on your site. And one key way it does this is ascertaining how many other sites link in to you. Google measures this and allocates a score out of 10 referred to as your "PageRank". It is effectively a measure of "reputation".