SEO (Search Engine Optimisation) may appear, at first glance, to be a fairly straightforward process for a business to implement in its own right.

Googles objective as a search engine is simple. Essentially, the search engines are trying to deliver the best pages with which to best answer the users search query; these pages should be not only relevant to the user but also authoritative.

A search engine such as Google will measure a webpage’s relevance by analysing the page content and other factors. It ranks (rates) the content by effectively analysing or ‘reading’ and ‘indexing’ it to ensure that it will answer any given query. In addition, the search engine will also measure the authority or topical relevancy and thus merit of the content by looking at it in context and counting the value of any other websites linking to it.

Search engines count links as a ‘votes’ but not all links are equal. Google is clamping down on websites trying to cheat the search results by having lots of irrelevant links pointing back to a website. All this means that a firm may have employed SEO tactics in the past that were quite legitimate but could now get the website punished by Google in terms of its search visibility.

What to do if web traffic drops

If your website has seen a massive drop-off in traffic then it’s likely that Google has some queries about the links to your site and the situation needs to be rectified. This isn’t always quite as straightforward as it may seem.

Many firms choose to perform SEO by themselves but they need to do the correct SEO and strive not to get themselves into a situation which damages their websites online visibility.

At the end of the day, the bottom line to ranking well in the search engines is to have great content on your website, have some high quality links to it – which adhere to Google guidelines – and in this way you should see real search engine success.

High quality onsite Optimisation techniques

However, there are many techniques involved in creating great high authority pages for Google and the creator needs to be aware of other negative tricks such as keyword stuffing Keyword stuffing is where a keyword is used inappropriately. Aim to keep the content entirely relevant to the topic of the page to ensure success!

The best methodology that you should employ  for Google to place your page higher in its results and drive traffic, is to carefully analyse the keywords that people are likely searching for and write your content based semantically around those. In this way, you will be answering users queries before they have searched, effectively delivering an answer to a question that the searchers are asking.

Furthermore, you should then aim to build links from high-ranking relevant pages to show that the content that you created originally should be considered by the search engines as being important due to the quality of your backlinks.

Finding the best  high-ranking sites to link from is also an issue but Google looks at the sites as having some level of quality control themselves to the sites they are linking to., which is taken into account by them.

Search engines change as they evolve

Problems often arise when the search engines Algorithms and indexing criteria change. A case in point would be the well-known Penguin updates by Google. What you once thought were successful and effective SEO tactics could suddenly be frowned upon, perhaps having the opposite effect to that intended.

You need to know how to rectify such a situation rapidly, in order to avoid penalisations or the dreaded manual penalty itself in Google. This is vital to remember, an important lesson to learn and it is where a firm of SEO specialists really does come into their own.

It’s important to find a firm who can help by explaining what current SEO is, because it is an ever moving goal post, and what they can in turn do for your business .How they will implement an effective SEO campaign to drive up traffic and deliver paying customers should be your first question.

There are far too many self-proclaimed SEO experts out there who will try to blind their clients with science and meaningless jargon and acronyms in order to get a contract, but they may not deliver the results you had hoped for.

The best way around this SEO minefield is to approach an experienced fast-growing organic SEO specialist firm such as SEO & Web who will be more than happy to discuss what they can do for you.

So whilst it is possible for  a business to undertake  optimisation itself, it would be money well spent to find an SEO specialist who really does know what they’re talking about and has the experience and track record proving past delivery of fantastic  search engine results.