The biggest challenge I now face with new SEO clients is cleaning up the mess left by their previous search engine optimisation company or individuals.
It’s not unusual to begin a project removing link farms, taking down doorway pages, stripping away clumsy optimisation tactics, cleaning stuffed keywords, rewriting titles and descriptions that barely make sense for search engines and re-writing content that doesn’t make sense to the users!
Most SEOers define SEO as the process of improving the volume or quality of traffic to a website from search engines via “natural” or unpaid (”organic” or “algorithmic”) search results.
I see it differently. SEO is about:
- improving the volume or quality of traffic to a web page (not a web site) from search engines via natural resources, and
- maximising your outcomes and ROI on investment from the process.
One more point: SEO is not free. It can certainly bring great percentage ROI, but it requires investment, time and planning.
Optimisation needs to be understood differently to maximisation. Every single page on your website is a potential point of conversion. Every single word and every single part of your whole web exercise should be crafted with this in mind. SEO should not drive traffic to your website generally but to the individual pages that are closely aligned to your prospects’ interests.
Remember, search engines crawl, index and present web pages, not websites. And while some people think of SEO as the Holy Grail, it is, in fact, just a means to a business end.
The main ‘end’ purpose of SEO is to generate commercial benefit to a business. It’s not to generate traffic, although that might be one of the ways of execute the strategy.
Traffic is the primary ‘How’. Conversions, sign-ups, donations are the ‘Why’.
Unfortunately, there are a lot of SEOers out there taking advantage of the unknowing site owner, selling snake oil and giving SEO a bad name.
Here are eight warning signs that an SEO “expert” is trying to rip you off.
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