At Searchengineoptimization.co.uk we pursue targeted but flexible campaigns on behalf of our clients. As a progressive SEO service, we endeavour to add light rather than heat to the debates about the best ways of devising and implementing campaigns.

One thing about which there is sometimes a lack of clarity is rankings. Many SEO outfits base their marketing strategies around getting high places in the search engine results pages. There is often an emphasis placed on doing well on Google. This makes sense because Google is well above the other major search engines in terms of market share. However, the other search engines can be of importance and should not be overlooked. There are more fundamental issues at stake if site owners think that higher rankings will prove to be a panacea for their online underperformance.

Rankings should be perceived primarily as a means to an end. If rankings are viewed as an end in themselves, it is probable that the outcomes of a campaign will disappoint. Scoring highly for search terms which are infrequently entered into the search engines is not likely to have a very positive influence on the position of a site. In addition to this difficulty, if the user does not click through from the search engine results pages to the site, resources will have been wasted.

Too much focus on rankings can be a powerful distraction. This is because the rankings do not help users look round the site. They do not by themselves ensure that plenty of the right traffic comes to the site. The rankings may prey on the mind of the site owner, when they should be more concerned with traffic levels and conversion rates.

Conversion rate optimization is sometimes considered to be a separate discipline from search engine optimization, but this is clearly a false division. The process of search engine optimization has to be an inclusive one so that clients get value for money and do not have to deal with a variety of people. SEO must focus on maximising conversions because sales are obviously good for a site.

The site owner usually invests in the services of search engine optimization specialists because they want to sell more goods and/or services. Getting higher rankings can get them more precious visibility. However, search engine optimisation which stops at the point of getting the site more visibility is a job which is incomplete. Social media marketing can get more traffic to a site, but it is only effective SEO that can make the site fit for purpose.

Google have taken the time over the Bank Holiday weekend to update its PageRank system across the internet – the last time it was updated was during the Christmas holiday period of 2009. Google PageRank is rated between 0 and 10 and is used to show how much authority and relevance a website has on the internet. A website with a PageRank of 0 for instance has little authority or relevance, whilst a site rated at 10 will be popular, well-optimised and have excellent link building, both on-page and off-page.

A site’s PageRank is built up naturally over time and SearchEngineOptimization.co.uk insist that only ethical search engine optimization services should be used to increase a site’s PageRank. They also stress that webmasters shouldn’t obsess too much over their PageRank, and instead use it as an indicator of how much authority their website has on the internet and what can be done to improve their online reputation.

“There were rumours circulating around the time of the last PageRank update that Google were thinking of phasing out the system altogether. This latest update would seem to suggest completely the opposite,” commented a spokesperson for SearchEngineOptimization.co.uk. “There are many ways to increase your PageRank – social media is becoming increasingly important in internet marketing for example. But PageRank isn’t the be all and end all. We maintain that having a well-optimised and effective website that spreads a good message is the best way to increase your online reputation across the globe.”