April 2nd, 2010 by Nick

Common sense is not as straightforward as some people think. It is constructed out of bits of apparent wisdom that have circulated in society.  Some of it may be out-of-date, while the value of other sayings may be open to question. However, common sense can still be a practical guide to action in many different sets of circumstances. Arguably, the important thing is not to follow it without reflecting. Common sense is relevant to SEO because the major search engines look favourably on sites that behave in ways that users want. This is because the search engines would suffer if they provided a service which was completely open to unethical manipulation by search engine optimization companies.

Pleasing users is not simple and the major search engines want sites that satisfy them in specific ways. They want sites which load quickly, which are easy to navigate and which provide regularly refreshed content. Search engines like Google want site owners and search engine optimisation services to consider their actions carefully. They will not say what level of keyword density is permissible, they want copywriters to write naturally about their topics with human readers in mind. In short, they want people in the industry to demonstrate a degree of common sense. For instance, how could cloaking or duplicating content benefit users? If a specific practice seems to be about manipulating the search engines rather than assisting users, it is unlikely to make site visitors happy.

If site visitors are discontented with what they find on a site, they are unlikely to return. They are even more unlikely to make an online purchase. Trust is vital if users are to enter their credit card details and part with hard-earned cash. Higher levels of traffic can be obtained by ethically dubious methods, but a different approach is required to produce satisfactory outcomes in a sustained way. Some people could call this common sense.

However, there is a lot of search engine optimisation and social media optimisation which is not simple common sense. This is because it is the preserve of experts in the field. Making changes to a site in terms of code, pursuing a coherent social media strategy over a considerable period, even gradually acquiring links, these things are not always easy. Experience, aptitude and knowledge are required to secure impressive results. Research and practical activity are needed to make progress. A team approach can reap impressive rewards. If a firm combines effectively with an SEO company that invests significantly in its human capital, it is opting for more than common sense. Making such a choice is likely to produce a positive return on investment (ROI), especially if the commitment to a continuous campaign is made.

It can be seen, then, that common sense is a necessary element of efficient SEO. Impatient firms or unethical SEO companies may have deficits in this regard. However, successful Search Engine Optimization is about common sense and specialist expertise. It is the marriage of the two elements which can yield profitable outcomes over time.

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