Search Engine Optimisation Article and Reference
I have made available online some article pages, where the uninitiated to Search Engine Marketing, can get an idea of the range of differing aspects required in SEO. My own theory is that effective SEO should be done from the ground up, that is, the preparation BEFORE the actual site is designed.
Obviously, there are occasions where sites have been designed and hosted a number of years before the company realise what a wasted opportunity their online marketing strategy is.
It is a common assumption that search engine rankings are determined by a magical formula rooted largely (or almost exclusively) in technology. In reality, long-term search engine rankings are generally achieved through an equal mix of technology and updated website content. An ethical search engine optimization company will usually turn down work when told that under no circumstances can any of the visual elements or content of a site be changed.
It is largely a site's content - from the text to the images - that allows search engines to determine what that site is about. That same content also helps other sites and directories to decide whether or not a site is worthy of a link (and link popularity is, of course, a major factor in rankings). Many companies do not want to hear this, especially after they have paid a sizable amount of money to a web designer.
The bottom line? That site built entirely in Flash for which you spent $50,000 is not going to achieve high rankings for a variety of phrases without substantial changes that will allow its content to be indexed by the engines. The truth hurts sometimes - but so can the cost of lost opportunities.
Please take the time to read the articles.
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