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To most people search engine optimisation is a term that signals it’s time to get out of the conversation. It has technocratic overtones and inspires an occult-ish reverence from those ‘in the know’. As a result it’s still widely misunderstood and its importance widely overlooked. But with the number of internet users overshooting the billion mark and with search engines consolidating their position as first port of call for web users looking for information, now is the time to gain an understanding. SEO specialists can help you increase your access to all the new business opportunities that increased internet usage creates.
What do SEO specialists do?
Internet search engines read and index every page on the world wide web so that when users input queries the search engines can return the results they consider most relevant. How they decide which pages are most relevant to the particular search terms the user has input constitutes the search engines trade secrets. Google has a different set of rules to Bing which has a different set of rules to Yahoo and so on.
The job of the SEO specialist is to infer from the analysis of data, rumour and speculation, experience and trial and error what the rules for the major search engines are and tailor their client’s websites accordingly to produce higher rankings and greater traffic. They’re also concerned with optimising the client’s website for the user, so that more of that traffic turns into business.
There are many techniques which SEO specialists employ. Some of the long standing ones include:
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Keyword Definition – Using statistics and experience to decide which search terms to target to maximise the amount and relevance of visitors to your site. The more relevant the traffic is, the more likely it is to turn into custom.
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Link Building – The more links that lead from other websites to your site, the more important and authoritative a search engine will consider it and the more likely you’ll be to rank higher. Links need to be carefully chosen and placed to ensure maximum effect and other site owners need to be convinced to give them to you.
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Community Building – In order to build your online authority you need to foster a community of users who see you as a place to go for information on your specialist subject. This way you’ll continue to gain links and general brand awareness will increase, enhancing offline marketing activities.
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Social Media Campaigns – The number of users of social media platforms has rocketed over the last few years. You can leverage this large, savvy and active new audience by engaging in the right way.
Employing an SEO Specialist
As we noted before, the set of rules or algorithms that search engines use are secret and constantly changing. This is done primarily to improve their usefulness to users and gain competitive advantage but has the added effect of scuppering the best laid plans of search engine optimisation specialists from time to time. A site that has been optimised for one particular rule could suffer in the rankings if that rule changes. Good SEO strategies will therefore:
- Be mixed strategies, incorporating many different tactics so that when changes to search engine algorithms occur they’re not calamitous.
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Build authority for your brand online. No matter what the search engines rules are, if internet users consider you an authority on your subject, you can’t be ignored.
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Comply with industry best practice. Deliberately contravening search engine rules can result in penalties and even bans being imposed, ruining your online revenue.
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Integrate with other marketing activities. Building brand awareness and reputation should be a multi-channel approach to fully engage your audience.
Based on the above guidelines, we see that it’s of vital importance that you find SEO specialists who are excited about working with your business and getting involved with your brand, products and services. They should also be committed to tracking and measuring the success of their activities so they can demonstrate it their clients in a verifiable way.
Quotes for SEO Specialists
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