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Organic SEO Takes Time and Effort


9. August 2009 18:48

Like an old tree that takes time to mature, so does an SEO campaignIf you require your website to attract new customers from search engines like Google, Yahoo and Bing then read on.

Search Engine Optimisation is important and should play a key role in defining the content and structure of your website before you even consider hiring a web developer, but SEO doesn't stop when the website goes live, a search engine friendly website is only part of the optimisation process.

SEO is a continual process and can be broken up into two categories, off-page optimisation and on-page optimisation.  On-page optimisation ensures your website is search engine friendly and optimised for your target keywords and phrases, but a search engine friendly website alone is rarely enough to drive traffic to your site unless your business is a very niche market.  To improve your search engine ranking you will need to perform some off-page optimisation to establish your website's reputation and authority.

Off-page Optimisation

Off-page optimisation is the process of building reputation for your website content which in turn aims to increase your ranking in search engines for your target keywords and phrases.  Reputation on the web is measured in backlinks to your website.  Google calculates your website's reputation with its PageRank algorithm and the other main search engines use similar ranking methods.

Link Building

There are a number of methods and strategies involved in gaining reputation, but unfortunately most of them require time and effort to acquire.  These include:

  • Creating link bait with a blog (creating content other people want to link to)
  • Reciprocal linking (swapping links with other websites)
  • Purchasing links - buying links is a violation of Google's webmaster guidelines
  • Asking similar/complementary organisations for a link to your website
  • Promoting via social networking sites (e.g. social bookmarking sites like delicious.com, and social media sites like digg.com)
  • Forum posting
  • Press releases
  • Directory listings

Not all Backlinks are Equal

The best links you can get to your website are links from authority websites whose sector/business/topic closely relates to your website. If you are building links just to build PageRank you are going about the process in the wrong way, build links that ultimately help humans find your site from related websites.  If you do this you won't go too far wrong, just beware that Google does not like the link building process as it undermines the PageRank system.  So please read Google's Webmaster Guidelines and stick to them.

Aim for quality links over quantity, and remember SEO requires time and patience.  Don't expect miracles over night.  If you can't wait for the fruits of your SEO to take effect you should consider pay-per-click advertising as an interim solution.

Photo used under Creative Commons from Scudsone.

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