August 10th, 2010 by Nick

An aim of a search engine optimization campaign is to improve the performance of a site with regard to its positions in the search engine results pages of the major search engines. This helps a business become more visible to potential consumers and can have a sustainable positive impact on its bottom line. Many site owners comprehend this aspect of SEO because it is straightforward enough and answers their perceived needs. However, it is of considerable importance to realise that a multifaceted campaign should not only focus on boosting rankings. It is also crucial not to pay excessive attention to day-to-day minor fluctuations in rankings because they do not usually indicate anything of significance.

At Searchengineoptimization.co.uk we aim to provide information which dispels popular myths about our complex area of expertise. This is because clients who are armed with the right data are better placed than their rivals to enter into mutually rewarding relationships with ethical SEO outfits like us.

Getting ahead in the competitive struggle for position in the search engine results pages of Google and the like is useful. However, it should never be understood as an end in itself. For example, scoring highly for a keyword which is rarely entered as a query can have a minimal impact on the fortunes of a business. Even more importantly, it is simply the case that doing well in the search engine results pages for relevant keywords is only the first step towards success. Several further steps need to be taken to convert added visibility into significant additional profits. They include:

• Getting users to click through onto the site concerned from the search engine results page. For instance, an inadequate description can lead to fewer users being tempted towards a site
• Welcoming users into the site effectively by having landing pages and the home page ‘fit for purpose.’ If users feel disorientated, bored or frustrated, they are unlikely to stick around for long
• Focusing on the site from the perspective of users and web crawlers. This can involve using a variety of techniques to ensure that navigation is straightforward. Anything which is an obstacle to a site being perceived in the best possible light should be addressed, although compromises may sometimes be necessitated
• Establishing trust in the site is certainly of considerable importance. A variety of methods can be deployed to ensure that a site is looked on as trustworthy. If users are to be expected to make purchases with credit cards or debit cards it is imperative that the appearance and contents of the site have a reassuring quality
• Encouraging user participation should be considered. User generated content is positive for SEO purposes, but if participation takes off the rewards can be significant in other ways. Once users start participating on a site, repeat visits are made more probable. Furthermore, new visitors to the site can be made to feel ‘at home.’ It means that users are more likely to linger on the site and can have a positive influence on conversion rates

It is thus clear that a campaign should not be fixated on rankings alone.

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