Search engine optimisation (SEO) is the process of optimising a website so it ranks well with search engines.
Ranking highly for search terms which are known as keywords increases the visibility of your website and leads to a greater traffic to your site.
Effectively optimise sites begins with understanding what Google is trying to achieve with their search algorithm. Namely to first and foremost provide users with the most relevant results possible. This has been Google Search’s point of difference from its inception and the key factor that lead to it surpassing competing search providers.
Our philosophy is to embrace this, identify a sites key offering and structure the content in a way that makes it easy for Google to understand and match relevant search terms to the site.
The end result is high rankings for the key search terms that will drive the most relevant traffic. We then actively monitor ranking trends and make enhancements accordingly.
Not all SEO services take Google’s aims into account. Instead, they attempt to “hack” the algorithm by focusing on one key element and enhancing it through nefarious means. A common approach used to be keyword spam which saw hack optimisers using non-relevant keywords to boost traffic. Google recognised this and updated its algorithm, so sites using this tactic were heavily penalised in the rankings overnight.
The modern equivalent of this is backlink spam, which involves creating a huge number of incoming links to a site. The only problem being that the links are posted in totally non-relevant locations (usually various off-topic forums, and dubious site registries). This is done because Google considers a large number of backlinks to be an indicator of quality content, which is true when the linking is genuine. Spam backlinks are an attempt to cheat the system, which is likely to see sites penalised heavily in the future, even if ranking gains are achieved short-term.
So if you receive an unsolicited email from someone promising the #1 position in Google, we strongly suggest you save your money and ranking by ignoring it!