With millions of websites competing on the Internet for top
search engine rankings, it should go without saying that
website owners should be sure to commission web developers
that are SEO (Search Engine Optimisation) smart from the
very beginning of the web design project.
Surprisingly, many companies do not realise the
significance of having their website developed and design
to be read and understood by both search engines and human
visitors. Companies get blind-sighted by designers that
impress them with flashy presentations, impressive
creative's and clever navigation techniques.
Many extraordinary looking websites are being launched onto
the worldwide web daily. Impressive splashy entry pages and
dazzling creative's demonstrate the creativity of the web
designer, but unfortunately these websites do very little
for the websites rankings in search engine results. Very
often, the only objective that is achieved by these types
of websites is that the person or company that designed the
website is has unquestionable creative talent. As
brilliant as these websites may look, unfortunately many of
these are simply doing absolutely nothing for the company.
It is surprising how few web designers today are taught the
skill of optimising the websites that they design for
search engine rankings.
From the start of the web development project, a website
owner should commission an experienced search engine
optimiser to prepare the website brief for the design
company, thereby defining those essential elements that
should be incorporated. Without properly configuring the
page architecture, and content a website stands very little
chance of being positioned anywhere of significance on
search engine results pages.
There are more than one-hundred variables that search
engines include as part of their ranking algorithm. Thus,
website owners, web designers and marketers should take
cognisance of the fact that it is simply not good enough to
publish a fancy looking website onto the Internet and
expect it to start attracting and converting customers in
the hope of producing income from their new online presence.
It takes a substantial amount of research, skill and
careful planning to create a website that will be
recognised by search engines as relevant enough to rank
anywhere on the first page of results. This alone does not
guarantee that that the websites offers a user experience
that satisfies the researcher's needs and eventually may
convert the researcher into a customer.
Getting ranked highly on search engine results is not a
quick fix. It is a process that requires a great deal of
planning, editing and monitoring in order first climb into
the top ranking positions and then to try to remain there.
With the algorithms changing at will, there is no one
technique 'cast in stone' that will guarantee top rankings.
If you want to reap the rewards, you need to invest time
and effort into properly researching your competitor's
position, and then carefully plan a strategy that will
hopefully outrank them, while at the same time attracting
niche targeted audiences.
Beware of companies promising to have websites ranked in
the top ten results pages within weeks. Although some
websites do rank much faster than others, those companies
practicing spamming techniques may get websites ranking in
a matter of weeks but, in return they can expect to be
dropped from the rankings - or even worse, be blacklisted
by the search engines within as little as six weeks.
Companies should be careful to approach search engine
optimisation from an ethical, spam-free perspective if they
want to thrive in this very competitive environment. Until
such time that a website ranks highly, there certainly is a
place for paid advertising (pay-per-click).
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Blue Magnet has launched a one day Search Engine Marketing
training course that teaches the skill of SEO and SMO. Blue
Magnet Web Intellect is an Internet Marketing Training and
Consulting company, specialising in Search Engine
Optimisation, Online Copywriting, PPC Campaign management,
Web Design and Project management and Internet Marketing
Strategies. Visit http://www.bluemagnet.co.za
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