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May 8th, 2010 by Susie
If is often said that there are two sides to every story. A case in point is the controversy over whether it is best to implement SEO on an existing site or to introduce it from the start. Introducing the principles of SEO to a site from its inception is often described by the metaphor of the ground floor. The metaphor gives the impression that it is a prudent step because the right tactics are being put into effect at the level of the foundations, meaning that progress will build from a solid base. However, is it true that the ground floor approach is actually the best way forward?
• Each site is different and has its own needs. Therefore there is no simple rule about the optimum way forward.
• The answer to the question largely depends on the nature and position in the search engines results pages of the already existing site. If it just needs a few remedial adjustments and some ordinary routine maintenance, there appears little reason why it is better to start from scratch.
• A new site in a competitive sector may find it very difficult to get an initial foothold in the rankings. This is because the major search engines do not generally trust ‘new kids on the block’.
• An old site will possess its own already existing structure. This can be of considerable assistance to a search engine optimisation consultant. Working from a ‘blank’ starting point means that some common SEO errors can be avoided, but involves more complex work in most cases.
• Usually a site which was put together some time ago has the advantage of being concentrated squarely on the needs of the firm. This means that the demands of users should be enabled quite efficiently. It is important to remember that ‘good’ SEO is focused on the experiences of users as much as on the attraction of web crawlers from the major search engines.
• If SEO is introduced during the phase of website production, it is possible that keywords will be utilised to assist in this. As keywords may alter significantly, further efforts may be necessary to keep ahead of the competition via appropriate adjustments.
• However, there is a very persuasive reason why ground floor search engine optimization is on occasion the best start to a continuous campaign. This is because a key part of most successful campaigns is a harmonious relationship between the client and the search engine optimisation company. It is often easier to establish positive communication and a mutual learning process if the collaboration begins as early as possible. There is arguably greater scope for misunderstandings and ruffled feathers if SEO is implemented to a site which has been proceeding without it for some time.
It can thus be seen that the question of the time at which SEO should be introduced to a site defies any definite resolution. There is conflicting evidence about the correct way to proceed. A diversity of arguments can be deployed, but none of them are strong enough to discredit the alternatives.
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hey mike,
thanks for sharing your views. I think its very important to involve SEO consultants while designing / developing a website. Many of the ecommerce sites especially have problems like duplicate pages, long urls etc