There is a lot of talk on the Internet with regards to Search Engine Optimization (SEO) and how, if you just do just this one thing, you will be at the top of Google search results. Oh, if it were only that easy. In essence, there are seven distinct rules that a search engine optimizer needs to possess and implement. Most people only possess one or maybe two of these skills. Very rarely does a person posses all seven of these skills. In truth, to obtain all these seven skills, it takes time and effort. On the contrary, if you are running your own business, do you really have the time to do this?
The seven golden rules that are necessary for SEO to work are:
- Web Design – Producing a visually attractive landing page or website
- HTML coding – Developing search engine-friendly coding that sits behind the webpage design
- Copy Writing – Producing the actual readable and reliable content on the webpage
- Marketing – What are the actual searches that are being made, which keywords actually get more business for your company/brand?
- Eye for detail – Even the smallest of errors can stop spiders (search engine bots) from visiting your site
- Patience – There is a time lag on the change you make and its results being visible to and on search engines, waiting is a virtue
- Information Technology (IT) Skills – An appreciation of how search engines and their algorithms actually work
7 Golden Rules: Web Design
Many website designers are producing more and more visual and eye-catching designs, which include animations and clever features. Their hope is to mesmerize and entice people to come to their website. This is a big mistake; using designs like these may actually decrease your chances of a ranking high on Google search results. Yes, you read it right; all that money you paid for the website design could become unnecessary because no one will ever find your website.
The reason for this is that before worrying about getting people to come to your site, you actually need to get the spiders (search engine bots) to like your site. Spiders (search engine bots) are pieces of software, which is used by search engine companies to crawl the Internet looking at all websites. After having reviewed the websites, search engines use complex algorithms to rank websites. Some of the complex techniques used by web designers cannot or sometimes will not be crawled by spiders (search engine bots), such as flash animations. Spiders (search engine bots) come to your website, look at the HTML code and move to the next website right there, without even bothering to rank your site — meaning you will not be found on any meaningful search results.
It is amazing to see how many times when we look at a website and immediately know that it has been a waste of money. The trouble is that both the web designers and the company and/or brand that paid the money really do not want to know about this or are not told about this. Optimizing a website to be Google-friendly is very often a compromise between a visually attractive site and an easy-to-find site.
7 Golden Rules: HTML Coding
The second golden rule is that of optimizing the actual HTML code to be spider (search engine bots) friendly. This is different from web design mainly because you really do need to be “down and dirty” with the code rather than using an editor like FrontPage or Dreamweaver, which is right about OK for web design.
This skill takes lots of time and experience to develop, and just when you think you have cracked it, the search engine companies change their ranking algorithms used to calculate how high your site will appear in their search results.
This is no place for even the most enthusiastic amateur. Results need to be constantly monitored, pieces of code added and/or removed, and a vigilant check kept on what the competition is doing and how best to beat those to come out on top.
Many people who design their own website feel that they will get high rankings because their website looks good, and totally miss out on this very important step. Without a strong technical understanding of how spiders (search engine bots) work, one will always struggle to get your brand and/or company in the first page of results in Google or any other search engine.
We actually run seven test domains that test all the different theories with different search engines. Remember that different search engines use different criteria and algorithms to rank your website. In this matter, one size does not fit all.
7 Golden Rules: Copy Writing
Copy writing is a skill in its own right. This is the content or actual text that people who come to your website will read and take action upon. Googlebot and other spiders (search engine bots) love content – but only when the content is structured and written well do the bots love to rank the website. Some people try to stuff their site with keywords (also called as keyword stuffing), while others color their content white on white space (so that spiders (search engine bots) can see them, but humans cannot, search engine bots hate this a lot).
Spiders (search engine bots) are very sophisticated and not only will they not fall for these types of tricks, they will actually penalize your website – in Google terms, this is called as sandboxing.
7 Golden Rules: Marketing
The fourth Golden Rule is marketing. After all, this is what we are doing; we are marketing your website and hence a company and/or brand and their products and/or services on the Internet. The key here is to set the website to be accessible to people’s searches that will provide the most business. So, the marketing skill requires knowledge of a company’s business, what they are really selling, and an understanding of what the actual searches are being made about, such that it provides actual dividends.
7 Golden Rules: An Eye for Detail
Another important Golden Rule is an eye for detail. Even small simple changes to a web page can create an error that means the spiders (search engine bots) do not crawl your website. Recently, we linked to a page that does not have “www.” at the front of the website address. The link still worked, but the spiders stopped crawling, and it took a thorough introspection to find and validate the error. CloudPeerMedia has recently invested in very sophisticated HTML validation software to pick up on such errors that other validators just fail to catch, intimate appropriately, and rectify. These errors do not stop the pages from displaying correctly in a browser, but create huge problems with spiders (search engine bots).
7 Golden Rules: Patience
Patience – it truly is a virtue. Some people seem to make daily changes and then think they can track the website ranking results the very next day. This will give you nothing but anxiety and stress. Unfortunately, it roughly takes anywhere from week to a month for the correct changes to be visible, by which time you may have made another six altogether different changes.
Another factor is Google’s resistance in allowing brand new websites into its search engine listings. Google adds a waiting period, roughly, two to three months for new websites, and this is where you have an undeniably uncontrollable gestation period or situation. We tell all our clients that SEO work should be looked at like a marketing campaign that runs for six months, since it is only after that time that the true measurement of the work done can be gauged or measured for its efficacy and accuracy in bringing in results.
7 Golden Rules: Information Technology (IT) Skills
The final and seventh Golden Rule is the appreciation by which search engines and their algorithms work. For an understanding of this, both Information Technology (IT) and knowledge of math is quite useful. People who have programming knowledge at the systems level have a natural understanding for how spiders (search engine bots) will read or access a webpage, what they will search for, what tables they will set up, what weightings they may give to different elements. All of this builds a vivid picture of the database that it creates and how it is accessed when a search is undertaken. Unfortunately, this skill is the most difficult one has to learn because it relies on many years of experience and systems programming training.
7 Golden Rules: Summary & Conclusion
So, in summary, “If it was easy, then everyone would be doing it.” We hope that you have got a picture of the professional acumen that Search Engine Optimization (SEO) companies need than just a bit of web design experience to improve your business or brand value.
- 7 Jun, 2016
- Adarsh Johny
- 0 Comments
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