July 11th, 2010 by Susie

In the complicated and evolving world of search engine optimisation, it is problematic to give up-to-date guidance which is relevant to the vast majority of sites. Each site has its own features, its own specific needs and its own paths for future development. ‘One size fits all’ comments are seldom useful contributions to the ongoing SEO debates. However, there are common strategies and tactics which are being used in efforts to boost the performance of several sites. Thus it is not possible to let all these techniques pass without comment. The crucial thing is to recall that the validity of the comments may be contestable due to the factors which have already been emphasised.

There are numerous articles and blogs relating to SEO which can be conveniently accessed online. One difficulty associated with this phenomenon is that it can be somewhat problematic to differentiate between the information sources in terms of their reliability. Crosschecking sources can be a positive way of ensuring that you do not absorb misleading data. However, this is made much trickier when one of the more obscure or controversial bits of knowledge in the topic area is the focus of your inquiry.

At Searchengineoptimization.co.uk we recognise that clients should do some SEO research, but we are aware that many of them need clarification from time to time. In addition, effective campaigns demand the interventions and sustained contributions of experienced professionals. Information sharing is good practice, however, because it helps produce healthy relationships between the parties involved. One question which is rarely asked is if it makes sense for an existing site to purchase a domain name containing a relevant keyword.

If an online firm already possesses a functioning site, why would it invest scarce resource in the buying of another domain name? Would not this kind of activity be a source of potential confusion? It may be that the domain name being secured is such an ideal one that an offer is made. Imagine a pet nutrition site called petnutritionsense.co.uk, which has plenty of visitors, a few of whom might wish that more information was in the title. Would it be prudent to purchase the domain name nutritionsenseforcatsdogs.co.uk if that was available? It could stop a competitor from using it and it could also be a good place for a contact form. However, the investment would only be worthwhile if substantial user numbers were regularly inputting the right phrases into search engines. Even then, the use of resources in this way may not be efficient.

It can be great to rank highly for popular searches. However, if an already existing site such as petnutritionsense.co.uk has built up a following, any change may be superfluous to requirements. If traffic and conversion rates are satisfactory or above it may not always be the best option to alter strategy unnecessarily. A domain which is replete with keywords can be a positive thing, but an existing site which is already optimised and has a current social media marketing campaign can be better. If you do not change, brand identity is not threatened.

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