Search Engine Optimisation (SEO)
Search engine optimization was first used as a term in a sentence in 1997, before Google ever existed. Web masters were competing to get their or their clients’ web pages indexed in the search engines for the relevant search terms as they are today. The first SEO companies were doing pretty much the same job that their counterparts are doing today, tweaking sometimes replacing entirely the text content of their clients’ web pages and ensuring their meta tags are well chosen and above all else, relevant to the content. This way the search engines can do their job which is to deliver relevant results to the searcher based on the keywords entered. That way the search engines are seen to be doing their job.
In the past 15 years there has been a lot said about SEO and a great deal of strategies used, many of which are to be avoided now as they can actually harm a web page’s search engine rankings. As in the 90’s it is today and always has been that the most solid way to enhance a web page’s search engine ranking is to have it contain unique, updated and relevant content which is reflected in the use of keywords and meta tags.
For any SEO company it has been difficult to rank their clients web pages due to the constant algorithm changes Google keeps putting out, which have caused chaos in the industry, particularly for web pages that contained either duplicated or not entirely relevant content. Also the practices of keyword stuffing, Link farming and content cloaking to get pages to rank are now redundant as it will actually get sites either ignored or banned, since the last two Google updates 2011 (Panda) and 2012 (Penguin).
For any SEO company it is a tightrope walk to be able to operate effectively within the confines of Google’s rules and the wishes of the client. Provided the SEO company can explain what is needed to increase the site’s organic traffic and increase their conversion rate and the client agrees to allow whatever changes in the sites content that the SEO company advises then they should be able to attain the ranking and above all else conversion improvement every commercial company is seeking. Unfortunately things don’t always go according to plan and the client may often make changes of their own without consulting their SEO company and effectively sabotage themselves.
The scenario often unfolds that although the client may have agreed to all the changes on page that their SEO company have suggested, shortly after all the changes have been made they will then go and remove all the new content that has been added, replacing it with their original content, leaving the new meta tags in place thinking that this was all that was needed to get the rankings they were after. This is often disastrous for the site and can end up causing their rankings to slump and a loss of confidence in the SEO company. Which could have been avoided if they had left the site alone.