If it was easy, everybody would be
doing it. Getting a company’s name and products, or services, onto the first
page of a genuine Google search isn’t a trivial piece of work. In fact, there
are four distinct skills that a search engine optimiser needs to possess. Most
people possess one or maybe two of these skills, very rarely do people posses
all four. In truth, to get to all four, people who are good at two of these need
to actively develop the other skills. Now, if you are running your own business,
do you really have the time to do this? Is this the best use of your time?
Specifically the four skills needed for SEO
work are:
- Web Design – producing a visually attractive
page
- HTML coding - developing Search Engine
friendly coding that sits behind the web design
- Copy writing – producing the actual readable
text on the page
- Marketing – what are the actual searches
that are being used, what key words actually get more business for your
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Many website designers produce more and more
eye-catching designs with animations and clever rollover buttons hoping to
entice the people onto their sites. This is the first big mistake; using designs
like these will actually decrease your chances of a high Google ranking or
rating. Yes,
that’s right; all that money you have paid for the website design could be
wasted because no-one will ever find your site.
The reason for this is that before you get people
to your site you need to get the spiderbots to like your site. Spiderbots are
pieces of software used by the search engine companies to trawl the Internet
looking at all the websites, and then having reviewed the sites, they use
complex algorithms to rank the sites. Some of the complex techniques used by web
designers cannot be trawled by spiderbots. They come to your site, look at the
HTML code and exit stage right, without even bothering to rank your site. So,
you will not be found on any meaningful search.
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I am amazed how many times I look at websites and
I immediately know they are a waste of money. The trouble is that both the web
designers and the company that paid the money really do not want to know this.
In fact, I have stopped playing the messenger of bad news (too many shootings!);
I now work round the problem. So, optimising a website to be Google friendly is
often a compromise between a visually attractive site and an easy to find site.
The second skill is that of optimising the actual
HTML code to be spiderbot friendly. I put this as different to the web design
because you really do need to be “down and dirty” in the code rather than
using an editor like FrontPage, which is OK for website design. This skill takes
lots of time and experience to develop, and just when you think you have cracked
it, the search engine companies change the algorithms used to calculate how high
your site will appear in the search results.
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This is no place for even the most enthusiastic
amateur. Results need to be constantly monitored, pieces of code added or
removed, and a check kept on what the competition are doing. Many people who
design their own website feel they will get searched because it looks good, and
totally miss out this step. Without a strong technical understanding of how
spiderbots work, you will always struggle to get your company on the first
results page in Google.
Thirdly, I suggested that copy writing is a skill
in its own right. This is the writing of the actual text that people coming to
your site will read. The Googlebot and other spiderbots like Inktomi, love text
– but only when written well in proper English. Some people try to stuff their
site with keywords, while others put white writing on white space (so spiderbots
can see it but humans cannot).
Spiderbots are very sophisticated and not only
will not fall for these tricks, they may actively penalise your site – in
Google terms, this is sandboxing. Google takes new sites and “naughty” sites
and effectively sin-bins them for 3-6 months, you can still be found but not
until results page 14 – really useful! As well as good English, the spiderbots
are also reading the HTML code, so the copy writer also needs an appreciation of
the interplay between the two. My recommendation for anyone copy writing their
own site is to write normal, well-constructed English sentences that can be read
by machine and human alike.
The final skill is marketing, after all this is
what we are doing – marketing you site and hence company and products/services
on the Web. The key here is to set the site up to be accessible to the searches
that will provide most business to you. I have seen many sites that can be found
as you key in the company name. Others that can be found by keying in “Accountant
Manchester North-West England”, which is great, except no-one ever actually
does that search. So the marketing skill requires knowledge of a company’s
business, what they are really trying to sell and an understanding of what
actual searches may provide dividends.
I hope you will see that professional Search
Engine Optimisation companies need more than a bit of web design to improve your
business. Make sure anyone you choose for SEO work can cover all the bases.
***
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