SEO search engine optimisation techniques and how to use SEO strategies, build content and how to write for the internet.
The website owner or designer who doesn't understand exactly how the search engines work, how to cluster pages, what numeric sequences to use, when to use feeder pages or partitioned content and tries to optimise their own site is like someone attempting to do their own brain surgery. You can read as much as you want on the subject because most of the advice about search engine optimisation techniques offered is often wrong or misleading and trying to attempt it on your own can lead to serious consequences.
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There is no formula that can be written down and used as a blueprint for search engine optimisation techniques that will work for all websites and as the algorithms are tweaked on a regular basis, anything that is published is usually out of date within days. Obviously there are certain protocols and processes that have to followed; but just because you know a tumour has to be cut away from the brain doesn't make you a surgeon and attempting your own search engine optimisation can lead to disastrous consequences.
Much of our business comes from website owners who have either attempted their own SEO or employed a website designer to do their search engine optimisation with little success or catastrophic consequences. This always makes our job more complicated and more expensive to sort out before we can start to implement optimisation strategies that will begin to make the search engine rank the site higher.
If the search engines have millions of pages indexed for a specific search, you have to research and establish why the search engines have ranked pages in the top ten and calculate the sequences necessary to get past those websites. In other words, know your competition; you have to understand what is necessary to beat the other websites to the top. And as no two websites are the same, how can anyone possibly think that there is some magical formula or technique that can be implemented across all websites.
This is why many SEO companies, having gained success with one search phrase cannot repeat the same success with others. They have simply stumbled on a winning sequence but without knowing what it was or how they achieved it, they simply thrash around in the dark trying to come up with another winning combination.
What often happens is that in a desperate attempt to get more pages into the top ten, they end up inadvertently spamming the site with keywords and get the original pages de-listed and traffic levels drop as a consequence. This is often when a website owner comes to us in frustration and we have the job of trying to sort the whole mess out.
Ignorance of the rules, cheating or deliberate spamming can cost any website owner a lot of money. Commonsense must tell anyone that if the search engines have millions of pages indexed that they cannot just set about a search engine optimisation project without a clear strategy and a full knowledge of what is required.
Furthermore, with SEO contracts starting from as little as £100 per month, why would someone be so foolish as to attempt it themselves or employ an amateur whose own website isn't in the top ten of Google for search engine optimisers or some other search related to search engine optimisation?
It is all about experience, knowledge and understanding of SEO and search engine optimisation strategies.