Search Engine Optimisation is not rocket science, there is no real secret to it. (honestly)
Having been involved in this market place for more than a decade – nothing has really changed much. Yes, the search engines are doing their best to get rid of irrelevant spammy links when you search for stuff but, they have not really succeeded. The same basic elements are important, Site title, page titles and key phrases in content are VERY important – backlinks in my view are not and with all the search community suffering from Google penalties, its probably better to steer clear of them for a good while.
I took on a search client a few weeks back and have had some pretty decent results on the search phrases they wanted me to concentrate on – however, the main search phrase is kind of avoiding turning up in a regular page one result. What is happening, however, is that their competitors are…
My clients content is better and more relevant, my clients keyword phrase density is better, site authority is better and yet the same old sites keep on coming up in the search engine results (SERPS) – now, Google and their competitors are telling us that penguin, panda, and even hummingbird (and equivalents) are dealing with this issue – clearly they are not and some phrases are getting spammed to hell and back AND maintaining positions for these spammy sites.
So, what to do?
It is my consistent view that websites that have good content, relevant page titles and relevant key phrases within content with a few internal links referring back to the relevant pages will and does get consistent high-level SERPS. What is clear to me is that clients fear the search engines – this should not be the case – if you follow the guidelines that Matt Cutts says in this video – this is still the case today, despite all the updates that Google have done with authorship, geo-tagging, and all the others. It’s 8 minutes of your time well spent.
Matt talks about page titles, snippets and meta tag description – our experience tells us that all this works and works well.
Here’s a little video about Rich Snippets – now, you don’t have to go all the way on this but, even if you simply put relevant text and a ‘click here for more’ in your meta description tag – you will get more click-throughs and you will get more conversions – it really is THAT simple!
We use a little plugin to help our search engine optimisation – this tool includes Schema mark up, Social Media SEO and authorship too, along with helping us put rich snippets in automatically – yes, we write the text but the tool does all the rest – we like easy and we like simple. So, take a look at Google Webmaster to see what you can learn and if you cannot really be bothered – we do a short presentation to your crew to help you get where you want to be on Google and others.