As lovers of the digital space and experts in Search Engine Optimization (SEO), nothing frustrates us more than dodgy SEO sellers. Call us old-fashioned, but we believe the relationship between a service provider and a client is a sacred one. It should be based on trust, mutual respect and understanding. We believe in going above and beyond to ensure we produce the best quality outcome for our clients. Some agencies however, disagree, they think that relationships with customers should be transactional. One particular area where this is most evident is with the provision of search engine optimization services.
Let’s get straight to the point. Search Engine Optimization is not difficult to implement. It is however, tedious and very resource intensive. It takes time to see results. Any provider who says they can improve your rankings within a few days or weeks, is not providing you with all the facts. If search engine optimization was that easy, wouldn’t everyone be ranking top three for their keywords within a few days?
Like any strategy, it takes time to build. It is also constantly evolving. Any effective search engine optimization strategy needs to be provided on a regular basis, not just as a once-off or once a month. It needs to be implemented a few times a week.
Every search engine optimization strategy requires a two-pronged approach. The first thing to get right is the content on your actual website. Known as on-page SEO this relates to the following elements:
- The structure of your website (how it is laid out through its site map, ease of access, etc)
- The content of your website (the heading structure, the way copy is written, etc)
- The source code of your website (meta description, keywords, etc)
Until this aspect is analysed and improved, there is no point developing an off-page search engine optimisation strategy. It is nearly impossible to build organic traffic, to your site if the key ingredients are missing. Therefore it is very important that your off-page and on-page SEO strategy talk to each other. If the keywords you want to target on your website are missing, you won’t be successful in generating increased web traffic.
Off-page SEO looks at building links back to your website (known as backlinking) in order to boost organic web rankings. The key, here, is quality over quantity. Do not use a service that promises 1000s of links in a short period of time. Why? Because Google watches you! Its algorithms monitor website performance to determine its success and page rank. If it notices that a website has gone from a few backlinks to 1000s over a short period of time, warning bells are set off. Once you are blacklisted on Google, it’s nearly impossible to get your rankings back up.
Black hat SEO refers to any strategy that entails manipulating how search engines perceive the relevance of a web page in a way that is often inconsistent with the search engines’ guidelines. Examples include:
- Keyword stacking and keyword stuffing
- Tiny text, hidden text, and hidden links
- Duplicate content or mirror site
- Link farms
One of the most famous cases of a company being blacklisted by Google was BMW Germany. In 2006, Google blacklisted BMW.de after the carmaker violated Google’s guidelines by using strategies that artificially boosted its search engine rating. If even large companies can’t get away with it, don’t try it! Instead, invest in a white-hat SEO strategy that relies on SEO techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. But remember to be patient! If your service provider keeps you updated with progress reports results won’t be difficult to see!
Did you know? Vent2Me offers a full-range of SEO services. We pride ourselves in offering full-transparency through the provision of weekly reports to track performance, against targets. We also focus on the following elements including:
- On-page and off-page SEO white hat strategies
- Classified ads
- PDF and article submission
- Business listings
- Blog creation
Until next time!
Cents and Sensibility
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.