October 13th, 2010 by Susie

Search engine optimization is a complex business and it is becoming more complicated as time progresses. However, it remains the case that SEO is in part concerned with making sites more visible online. If a site is beneath the radars of too many users, the work which is done with regard to maximising sales from the site will have a limited impact. Hence, ranking well for phrases which are regularly entered into Google and the other major search engines can constitute a competitive advantage for an online firm. Due to the intensely competitive nature of the ‘search world’, it makes good sense for the vast majority of site owners to obtain the assistance of specialist services.

At Searchengineoptimization.co.uk we work hard to ensure that the sites of our clients make progress in the search engine results pages. Understanding that top rankings should not be pursued for the sake of it in all circumstances, we aim to make sites more visible and try to make sure that the benefits of this exposure are maximised.

A site may languish in the rankings for a multitude of reasons. It requires relevant expertise to establish what is going wrong. This technical expertise can include competence in relation to SEO tools. However, it can be possible for relatively untutored eyes to detect where some of the problems may be. It is unwise for novices to attempt to do too much work on their own sites without guidance, but a client who is adequately informed is easier to do business with. The following list of potential explanations for site underperformance may therefore be of some value:

• Images and videos may not be well regarded by the search engines. Videos are often welcomed by users, for example, but the web crawlers of the search engines often favour content in text form. This means that videos or images, which can have a negative impact on site loading times, must be used with due care and attention. Using YouTube for videos is one way forward worthy of consideration
• Flash and JavaScript can also be an obstacle to the search engines perceiving a site with sufficient regard for its contents. Although some Flash may be employed on a site, excessive Flash in the site design can lead to lower rankings than would otherwise be the case. While Google insists that SEO should be about pleasing users, it sometimes seems that it has a little work to do to put its own house in order on this front
• Duplicate content may find its way onto a site. This means that users and the search engines may both be less than satisfied. There is nothing worse than reading regurgitated material. The duplicate content can get onto a site in a diversity of ways, but it is important that it does not remain there. Site maintenance is part of optimization
• User generated content can be highly effective, but it is important that the input of users is carefully moderated. The owner of a site can suffer from content which detracts from how other users perceive it.

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