A Balanced Approach to SEO
Search is a vital factor for most businesses and good search engine optimisation (SEO) is the key. Even so, creating websites just for Google never made sense.
In the days when link arrangements, or heavy keywording did work, people often didn’t like, or trust the websites they produced. Search engines matter but so do customers.
SEO can drive targeted visitors to your website, your virtual showroom and sales force. Once there, you need to engage your audience, build trust and send a clear, professional message.
The good news is that the days of contradiction are fading. Modern algorithms, along with Google’s growing use of artificial intelligence make their needs and people’s needs the same.
Core Requirements For Search
The first step is recognising that search engines operate in a machine environment. Their interpretation may be becoming more human but their engineered infrastructure is not.
Time and again we have proven the value of eliminating error, part of a cohesive solution:
- Good website architecture and internal linking
- Avoiding duplicate content, on site and web wide
- Managing canonical issues (URL duplication)
- Controlling page caching and file compression
- Fast page load times and a mobile friendly site
- Unimpeded access for search engine crawlers
Neither are these just for Google, error free architecture and a fast website give people a great experience. Part of building trust and bringing a good return from your investment in the web.
There’s simply no point having a site which is “successful” in search but sees 70% of visitors bounce off. Good SEO supports usability and creativity.
Integrating SEO With Web Design
A website exists to carry effective, focused content, to promote your business. Offering people relevant, good quality content is also Google’s wish, to maintain their market position.
This shared purpose is at the core of SEO and of creating, or replacing a website. However perfect your technical approach, without clear, valuable content, you will not succeed.
Words matter amidst this content, as do images, videos, unseen detail for search, such as title and description tags. The key is to plan all aspects together, to ensure they are working in harmony.
Having a website built, then passing this to an SEO specialist is still quite common and quite suicidal. Structure, user experience, aesthetic design, content and SEO are part of each other.
An integrated approach also satisfies Google’s ability to measure user experience and performance factors. Search placement is now about meeting need, more than a list of ranking elements.
Search Support From PJW
A highly experienced SEO lead is available to work on each project from step one. To advise on business opportunity and to see that search needs are factored into every action.
If you are adding your own content, they can offer advice and training. Where a copywriter’s services are being used, we will ensure the copy fits your business and search needs.
Our staff naturally carry out an in depth review of your current web position. Part of bringing technical expertise to help create a new website without performance issues.
Above all, they will explain what they are doing and why. There’s no need to be unsure what you are paying for with SEO, or consider this an arcane art. Simply part of 21st Century business promotion.