Industry Spotlight: SEO
For many website owners, their first introduction to SEO is a harsh one.Not something that people should try to learn by themselves. There are methods to be followed, and only an experienced professional who works very hard will be successful in search engine optimisation.
Maybe it would be easier to start from the basics and find out what this is all about. Search engine algorithms consider a handful of factors when deciding how high to rank a page for a keyword query. Optimisation makes the website’s pages rank higher by tweaking these factors.
Includes creating a list of relevant keywords and focusing every page on a particular keyword that has to be present in the URL, title and within the page itself. The nature and quantity of incoming links to each web page are important, both from external sites and from other pages within site itself. Usability has to be improved so that visitors can read the content easily and the site functions without any errors or interruptions.
The all-important question now is how to do this. The simple answer, of course, is to get hold of an SEO consultant or expert and get out of the way. But the right kind of provider needs to be hired because there are whitehats and blackhats in this business.
A blackhat will do anything to improve search traffic and should avoid for fear of being banned by the search engines. If the provider is talking about things like cloaking or hidden text or hundreds of auto-generated pages, then that is a blackhat SEO. Whitehats will work on it page by page, improving existing content and adding new pages. They will promote the content on other sites and social media, and in general work hard to make the website more useful and better for visitors.
One reason why site owners need to look deeper into what the consultant is planning to do and understand the implications. As a rule, anything that improves the site for visitors is acceptable. So the onsite SEO part will involve the keyword-focused content creation and changes to design elements, such as a hierarchical menu and bigger fonts. SEO-friendly hosting is required so that the site may move to a different host or server.
Once all this onsite optimisation is over and done with, the content has to promoted with offsite SEO activities. Among all the possible services that consultants will offer, only two are critical. One is a link building campaign, and the other one is a social media outreach program.
What a good consultant will do is give the website owner an introduction to SEO and impart training on how to do this on a long-term basis. The site owner can then continue to create new keyword focused content as required, and acquire links to newly created pages using link building techniques and social media posting. It’s not rocket science, but the foundation has to built by someone with an in-depth knowledge of search engines and experience in setting up and SEO and SEM campaigns.