Those exploring the Internet for the first time may have seen terms such as search engine optimisation, and not know what it means.
On the surface, running a website can be easy as instructing a website designer to create a platform for you, but it takes a lot more than that to gain traction in the online world, especially as the competition increases.
It can be comparable to a brick-and-mortar store. Sure, the store can be built, but it’s ultimately about telling people it’s there.
Search engine optimisation is often abbreviated as SEO, and though it’s a much different concept nowadays to its original iteration, SEO has remained integral for all types of websites.
Getting Found Online: How Does SEO Work?
Those looking for success online will often only concentrate on being on the first page of Google, without taking what factors need to be considered to get there.
It’s possible for hundreds if not millions of companies to make the top result, as it’s more about what the user enters in relation to its search terms.
SEO ensures that these terms are being matched with your website using a series of different methods.
SEO can be a very complex arena to navigate, where the slightest mishap could have a detrimental effect on your website rankings.
As such, it’s advisable to use a professional if you’re not familiar with the current iteration of SEO.
The Early Days of SEO
The Internet of yesteryear was often based on information as opposed to the sleek design and high-resolution pictures seen today. This was because dial-up speed could not handle much data, so websites would often be basic.
SEO was also simpler in the early days. Search engines such as Google would often scour a website for keywords and backlinks, and then rank this content at the top of search results.
However, this soon meant that the algorithm was being manipulated, seeing sites with a lot of advertisements and text that made little sense rocketing to the top of search results.
Wanting to improve the user experience, Google made changes to ensure that only relevant information was being put before its users.
How Google Algorithms Changed the Playing Field
The major updates that affected the SEO demographic were Google Penguin and Google Panda.
Google Panda was introduced in 2012 and looked to filter out “thin sites” and content farms. The algorithm would also ensure that the text was relevant to the search terms being entered.
Penguin Update meant that Google could now evaluate links and websites in real times. The update also ensured that any backlinks linking to sites that weren’t relevant or trustworthy devalued.
Since these updates there have been a series of updates to ensure Google stays on top of its game, but what does this mean for an online business looking to win new customers.
The SEO of Today
SEO is just as integral today as it was when the Internet was first finding its feet. However, the approach taken needs to be much different from that of the past.
Businesses need to ensure that research is carried out in relation to keywords. What are prospective customers searching for? Are there a lot of questions or problems being listed that could be aided by your service or product?
Creating quality content around these keywords is more beneficial than simply entering any type of content.
Remember, should the keywords listed be irrelevant to the rest of the content, it would rank any better, so taking time to construct quality content is of the utmost importance.
Backlinks are still important in relation to SEO, but the way in which they’re obtained must be more organic than that of yesteryear.
Creating backlinks could be created by leaving forum and blog comments, but the reputation of these sites wasn’t included when delivering results.
The algorithm updates mean only backlinks of worth will be considered. For example, should you be cited on a third-party website in relation to content, then this is a backlink worth having.
Offering to purchase a link on a site you’ve never hard off could be a gamble, and if the gamble doesn’t pay off, then you could end up spending more when trying to rectify the problem.
Why Getting SEO Right Is Important
At best, employing the wrong SEO tactics could mean your site doesn’t rank. At worst, you could find that several unorthodox methods have caused your website to slip down the rankings.
There are several services online that seem great for the price, such as X backlinks for £X. However, many of these backlinks will be of little worth.
Buying traffic can be another tempting offer, but really there is no value in this, as Google will be able to assess this which again could be detrimental for the website.
Employing the services of an SEO expert can seem more expensive in the short-term, but it’s worth remembering that a professional won’t be looking for short bursts of success but looking for a long-term solution that meets guidelines and ensures your business is placed where it needs to be online.
When carrying out SEO for a business, it’s very rare for two approaches to be the same, so it’s important to plan the correct strategy.
Failing to do this could meant that there is a lot of backtracking, which could end up costing the business more times and money in the long-run.
If you’re looking to make an impression online, but you’re not sure where to begin, then why not get in touch with Neontron to discuss your requirements in more details.
Neontron can ensure that it’s working to your budget and requirements while keeping clients of any updates taking place within their sector. It will also ensure that the price you pay for SEO is considered an investment given the new potential your optimised website will have.