Some SEO ‘experts’ seem to think that SEO is about cheating the search engines and finding loopholes in algorithms. We don’t believe this to be the case.

We think SEO is about creating a great, seamless experience for users and communicating your objectives to the search engines, so they can recommend your website for relevant searches.

SO HOW DO SEARCH ENGINES DETERMINE WHAT IS RELEVANT?

CONTENT

Determined by the text on the page, the titles and descriptions that are available.

AUTHORITY

Do other websites defer to your authority on a subject? Do others use the content on your website as a reference?

USER EXPERIENCE

Is the site easy to navigate? Is it trusted and safe? How high is the bounce rate? Are there many dead links? Is the site responsive?

PERFORMANCE

How fast does your site load and does it have lots of errors?

START WITH GREAT CAKES

We recently heard someone refer to SEO as ‘The icing on the cake’, but he went on to describe that ‘No matter how bad your cake is, with enough icing it will attract lots of interest’. We disagree.

Sure, your ad-words campaigns, advertising, and social media shares act as the icing for your cake. But the icing is nothing without the cake.

You need relevant content. You need a marketing strategy. You need good information architecture and an infrastructure that supports all this. That is the foundation; that is what makes the cake.

These elements form the basis of Online Presence Optimisation. You need to get the fundamentals in place before meaningful ongoing online success can be achieved. Then, rather than covering up bad cake, you can maximise your targeted SEO efforts and get a good return on investment.

THERE ARE FIVE HIERARCHICAL LAYERS OF ONLINE PRESENCE OPTIMISATION

  • Technical Foundation
  • Keyword and Competitor Research
  • Optimised Content Marketing Plan
  • Publish and Share Content
  • Measure Effectiveness and Continually Improve

This week, we will expand on the first layer, the technical SEO fundamentals and foundation. Over the next two weeks we will publish two more articles discussing keyword and competitor research and optimised content marketing plans; and publishing and sharing your content and measuring effectiveness and improving your responses.