Our Approach to Keywords

To optimise a web site you have to know the keyword phrases for which you are optimising.

There are fundamentally two possible approaches to keyword selection.

1) Research Method

With the Research Method, you start with a blank sheet of paper and research all the keyword phrases that will be both relevant and significant for your web site, ideally ranking the keywords according to importance (usually those keyword phrases that are likely to drive most traffic to your site).

Having established the target keywords, one would then proceed to write content – optimised copy – with these keywords in mind and optimise the web site pages for them.

This is a very logical and structured approach but it is likely to be both time-consuming and relatively expensive. It is also only really suitable for those clients planning a new web site.

The Research Method also involves the risk that when writing copy, there is too much of an obsession with the researched keywords, resulting in text that may rank highly in the search engines, but which does little for your corporate image or your chances of converting visitors into sales.

Many clients with existing web sites are understandably reluctant to effectively start all over again and wish to start from where they are and make the best of the web content they already have.

2) Pragmatic Method

Most web site owners know their area of business far better than any SEO company and their web sites will hopefully reflect this expertise in well-written, ‘on topic, web page copy.

For such web site owners/web sites, the most cost-effective approach is likely to be the pragmatic one – to optimise web site pages on the basis of the existing web site content - the assumption implicit in this approach being that a good proportion of the keywords important to the web site’s target audience will already be in existing web site copy. 

This approach is likely to be far cheaper and quicker to implement than the Research Method, although unlikely to achieve the same volume of search engine referrals. That is why it is the Pragmatic Method – it involves understanding and accepting the trade-off between time/cost and results.

For many clients, a mix of the Research Method and the Pragmatic Method may be appropriate. For example:

Some changes to existing web site copy – far short of rewriting - may be needed to achieve best results.

Additional optimised web site copy may be produced to address more of a web site’s target keywords and to increase search engine referrals.

Partial research may be conducted to establish the relative importance of ‘assumed’ target keywords.

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What Does Search Engine Optimisation Involve?

The actions necessary to optimise a web site will depend on the characteristics of that particular web site.

Normally, however, work will be required to both the ‘invisible’ coding of web site pages and some amendments to visible on-screen content.

While we try to keep content changes to a minimum and ensure that the client is aware of, and in agreement with, changes before they are made, it must be said that the more flexibility and discretion a client is willing to give, the more likely it is that we can achieve the client’s search engine ranking objectives.

What About SPAMMY, SPAMMY, SPAMMY, SPAMMY Text?

We never forget that web sites are designed, at the end of the day, for human beings not search engines. Any copy that we write or copy changes that we make will be done with this in mind.

‘Black Hat’ SEO

We rely on straightforward good practice SEO techniques that will provide the foundation for ongoing Internet success.

Search Engine Submission

Many SEO companies offer search engine submission as a separate service, offering to submit your site to 'thousands of search engines worldwide', often on a regular basis in order to 'ensure that your rankings are maintained'.

Please don't fall for offers such as this. The reality is that there are only very few search engines that you need concern yourself with, and of these, Google stands head and shoulders above the rest in terms of importance. If search engine optimisation is done effectively, then Google will generate by far the greatest proportion of search engine referrals to your site. And Google and the other majors, such as Live and Yahoo, certainly don't require constant resubmission.

At Search Engine Ranking Company we will ensure, as a standard part of the search engine optimisation process, that your optimised web site is submitted to the major search engines and, just as importantly, that all your web site content can be accessed and registered by search engine spiders. If only some of your web pages are recognised by search engines, then you will be losing invaluable rankings, referrals and, at the end of the day, business!

Performance Related SEO

Customers don't want to pay for work done - they want to pay for results achieved!

At Search Engine Ranking Company, we are more than willing to undertake search engine optimisation work for you with fees based substantially on performance, measured either by rankings achieved for specified keyword phrases or, less commonly, on incremental visitor numbers generated, assuring you of value for money.

Get In Touch

Are your web site's search engine rankings disappointing?

Are you losing invaluable search engine referrals and the business they would generate?

Is your investment in web site design not generating the returns you expected?

Do you want to deal with a SEO company that only promises what it thinks can realistically be achieved, that only suggests services that are genuinely required, that focuses on real world, quantifiable results?

Then, please, get in touch.

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