Out-dated Approaches to Search-Engine-Optimisation
Digital technology develops at an immeasurable speed and keeping up to date on how best to present and market your company across the internet and various hardware platforms has become a difficult task. In fact, due to the internet being an international communications tool (along with the effects of globalisation in the late 20th Century) allows for development 24/7 as companies can comprise of a workforce scattered across multiple countries and different localised development studios can work while ones on the other side of the world sleep.
In fact, apart from network disruptions which are generally localised instances (server attacks by small groups/individuals for websites or hardware failure for ISPs), the internet is a persistent network which is constantly developing and evolving.
Here are some commonly held, yet out-dated and incorrect approaches to SEO for informative purposes.
The value of original content simply cannot be stressed enough here. While the Search Engines algorithms of the past were heavily reliant on user-submitted information from website administrators, today’s search engines determine such information automatically and compare it against all other available information to determine its relevance.
This means that rather than constructing your website to trick the search engines into assigning your web-site higher rankings is not only a difficult and out-dated practise but one that constantly becomes more so. Search-engines are constantly developing as are the ways that data and information are sorted by them, meaning that any optimisation intended on benefiting from the algorithms loopholes are extremely short term solutions.
Additionally, search providers (especially industry leaders such as Google) have such an unprecedented access to information both past and present, that they are afforded the ability to constantly improve their algorithms which compare and contrast all possible search results and subjects. Personalisation of search results is an important battleground for search engines
Rather than go into detail about the different tactics that have been used in the past to trick search engines and the way they work, it would be far better to show you what search engines ARE basing their results on currently and how you can adapt your content to advantageous ends.
Many leading search-engines, Google and Bing included, feature ‘webmaster tools’ which allow you to register your website and review in detail how the content of it is actually perceived by the search engines. Doing so also improves your standing with the search-engine, as it allows for honest disclosure on the content of your site, and why you have chosen particular keywords etc.
It is hoped that this article should help you start on your way to a modern and effective approach to search engine optimisation. While this part discussed the pitfalls of unsuccessful SEO, and how to avoid them, the next part will discuss the changes in ‘SEO’ as a professional field, and the changes that ‘SEO Companies’ have gone through since their inception and how they have become all-encompassing ‘inbound marketing companies’ – a real change for the better.