Be As Good As You Can Be

In a rapidly evolving search industry, it's easy to get caught up with the latest fad and even easier to fork out for sponsored pay-per-click advertising for terms that, with a little time and effort, you may otherwise show up under anyway. You'd be better off focusing on getting your site as good as it possibly can be - then search success will surely follow.

Content is, and always will be, king. Focus on creating and developing the kind of content that will inspire people to link to you. Start a blog, comment on your specialism, be self-effacing, offer top tips. Get busy with your site's content and watch your links blossom. Of course, a little manual labour goes a long way too - there are plenty of worthwhile link directories to which you can submit your site, often for free.

Of course, it's not all about rankings. A busy, cluttered site that leans towards vanity over conversions will render your hard SEO work largely redundant. People really do judge a book by its cover, so it pays to get experienced design talent on board, and to field test you site for instant impact and streamlined navigation.

Google et al like usability. What works for the user works for the search engines. Remember to always use unique title and description tags for every top and second level page, to help avoid slipping into Google's supplement results. And use Google Webmaster Tools to ensure your site is well indexed, observe any potential errors and glean much more about your site, for free.

Lastly, pay attention to keywords. Stuff your well-honed prose with every keyword you can think of and you may render your site penalized, but tackle the art of search engine copywriting and keyword research adroitly, and it could make all the difference in your quest for search success. Otherwise, Google may simply never be clued up as to what you company specializes in.


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