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Scopula are professional search engine optimizers specialising in legitimate optimization techniques to gain optimum placement on Google. If you have a website that needs optimizing or a new web project that you would like to see highly ranked on Google, talk to us.
John Butterworth talks to three leading exponents in search engine optimization and website design. Click here to go to the start of this interview. .
Q. Is search engine optimization really essential when designing a website?
David. It is if you want your website to benefit from search engine traffic and traffic from other websites and that's really essential to any Internet based company. When we quote for a website design contract, we can be confident of achieving the search engine results necessary by leaving it to the best optimizer in the business.
Q. How do you optimize the websites you design?
Leo. Time for me to take a toilet break. Paul could sit here for a week and bore you to death on the subject and you would be none the wiser. David and I don't even get involved, Paul has tried to explain this a hundred times but it is so complex. But it has nothing to do with 90% of the rubbish you read on the Internet about SEO. Every time we think we have understood something he has done, and try to repeat it elsewhere, it turns out to be wrong because every web design project is different. The mathematical equations he uses leave me cold and I was the financial Director of one of the largest Merchant banks in the world.
Q. Do all search engine optimizers work in the same way?
Paul. No, not the genuine optimizers who have worked their own techniques and methods out for themselves. Genuine optimizers study the search engines and formed their own conclusions and ignore the senseless theories published on the Web. The cowboys who are using basic optimization programmes and avidly reading all the rubbish published on the Internet about optimization all seem to follow the same basic elements. Those sorts of techniques only work for non-competitive search terms. They are totally useless for any key phrase that is going to generate high volumes of traffic.
Q. How would a client distinguish between a genuine search engine optimizer and a cowboy?
Paul. Go to Google and type in - search engine optimizers - or - website optimizers -. The best optimizers will be in the top ten or twenty. Leave the rest alone and what ever you do don't deal with any optimization company that claims to be able to get you highly ranked whilst having to pay to appear in the sponsored adverts. If they cannot achieve top ten rankings on Google for themselves, they certainly won't be able to do it for you.
Q. If I understand you correctly, you are saying that there is no set formula for optimizing a website?
Paul. I can't understand how any intelligent person could believe that there is. If for example there are half a billion websites on the Internet and each has an average of one hundred pages, not one page will be identical, even if it is just the domain or file name that is different. Then suppose they all have an average of ten out bound links on those pages, with an average of two inbound links and say a hundred words and seven hundred characters. Then build in the unknown factors like changing search engine algorithms and new websites and new web pages that are being added to the Internet all the time and tell me how you can seriously even start to consider that someone has really worked out a formula to get a website to the top of Google or any search engine.
Q. What about keywords and Meta Tags, aren't they important?
Paul. Obviously they play a part but if Google has a hundred million pages indexed for a really competitive search, you cannot seriously believe that just messing around with a few pages is going to make a difference. Most people can't even pick 6 numbers out of 49 and win the lottery, any one who thinks there is a formula for that is an idiot. Yet with all the random mathematical elements involved in the Internet, you have these idiots publishing theories and people buying programmes thinking they can beat the system.
Q. So if there is no set formula, how do you do it?
Paul. That's what people pay us for, you don't expect me to part with that kind of information do you?
Q. Why would a company employ an optimization company like yourselves?
Leo. Any company that has serious ambitions for their website needs a good optimizer working with them. Gaining a top ranking on Google is like winning a race. It opens up all sorts of other business opportunities if you are first past the post. If your website is not being found by your potential clients, you are allowing your competitors a free reign to capture business that you could otherwise be profiting from. We also happen to be working with the leading search engine optimizer in the business. Paul gets results that other optimizers only dream of being able to attain. He speaks a different language to other optimizers, uses optimization methods unique to himself and that only he understands. It's Paul who has developed all our optimization processes, I can't begin to understand them, but when he says he will get a top spot on Google, ninety-nine times out of a hundred a website he has optimized will go straight in at number one position and a client can't ask better than that.
Q. Why are you able to do this where other optimizers fail?
Paul. Just lucky I guess… OK, seriously. I don't have any standard procedures and I don't use any programmes or technical stuff. I am not a designer or programmer so I don't look at any project with an IT perspective. To me it is just common sense but I can't explain it in easy terms. I just look at the way the websites that are on the top of Google for the search terms I have been given are built. I look at their linking strategies, the content and a host of other areas and then I layout the pattern for a designer to build something better and improve on the websites that are already there.
Q. That sounds simple enough. Why don't other optimizers do that?
David. You would think so but he hasn't actually said what he does. What Paul says is common sense to him is gobbledegook to everyone else. He can look at a website and within seconds diagnose all sorts of problems with the optimization, the structure, the navigation the linking strategies and a hundred other components that he takes into account. Every time he optimizes a website he does something different, uses different methods, different structures and uses different terms and explanations each time. We can't get a handle on it at all he just seems to be able to see the whole picture whist we can only put a few pieces together. I wouldn't be surprised if there were a million different varieties on a theme yet he is able to carry them in his head.
Q. Have you thought of writing a book on the subject?
Paul. No. Every website is a completely different scenario. You cannot use the same optimization procedures twice for any job. Every project will have different websites in competition for different search phrases. If there are a billion websites on the Internet then you have googolplex different optimization scenarios. How do you write a book explaining all of those?
Website design and search engine optimization combined can turn a poor performing website into a high performance money earning business. Don't leave the design and optimization of your website in the hands of an amateur.