March 7th, 2010 by Nick

A successful SEO campaign will involve a wide variety of practises – from content to creation to link building, however, not all search optimisation methodologies have the same value and therefore any SEO strategy should careful weigh up cost versus efficiency. To put it in clearer terms: if you’re only working on a limited budget – what areas of SEO should you be focusing on?

At the heart of optimisation is content – this should always for the scaffold of any potential optimisation strategy, and therefore your costs should always be funnelled in this direction. This is especially important in terms of ‘on page’ activity, as poor content, and heaven forbid ‘keyword stuffing’ will invariably be punished by Google in terms in regards to your pages ranking.

This is the revolutionary bit – the only universal truth about search engine optimisation is that any written content that you create must be of the highest quality you can either afford or produce yourself. But what about other techniques, e.g. link building or meta tagging – yes these can have positive effects on our pages ranking, however every additional process that you employ in order to optimize your page a) makes it more likely to be relegated for spam techniques and b) will cost you time and money! In regards to point a) take this example, the keyword tag was once a great way to optimize your page, however it is now invariably ignored by the major search engines.

One final point in regards to content: it is only fair that SEO is a give and take process, i.e in return for a high ranking in Google you should try and give a little value in return, namely in terms of relevance and unique fulfilling copy!

So there we go! You could conceivably say that content is not only the main priority for an optimisation strategy but it is the only universal technique you require to run a successful campaign, however it would be naive to suggest that content creation is the only technique that will have a positive effect on your rankings – very naïve in fact, and should your costs allow it, after valuable content creation you should branch out into as many other optimisation practises as you can afford, always endeavouring to maintain the right balance between cost and effect!

Whilst you might say that content is the soul of SEO, your optimisation activity must also have a physical body – that is to say although relevant content will be preferred by Google’s bots, your ranking will also benefit from the size of your internet presence. Google judges your internet presence by a simple factor – the amount of traffic that your website receives from off the page; luckily, this methodology for judging a page’s popularity is fairly easy to implement although takes time – by backlinking! The idea is simple, get as much of your quality and unique content onto as many off-site pages as possible and watch the your page rank soar!

In conclusion then, if you want a hefty internet presence invest in backlinking, however if your want an internet presence that endures – prioritize content! The best kind of search engine optimization campaigns cover both of these apects by combining a plethora of SEO services for more effective results.

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