Search Engine Optimisation (SEO) seems to be a topic high up on most peoples’ minds when they decide to build a website. The ability to rank on the first page of Google without paying for expensive pay per click adverts seems really enticing. There are many companies that claim to be able to get your page high up on Google search rankings. Some companies even claim to guarantee that you will rank first on Google search for some keywords.
Let us then step back and think. If there are so many companies claiming to be able to make your website rank on the first page of Google search then what happens if hundreds of people go to them all for the same keyword? The truth of the matter is that it is easy to rank high for keywords that are less popular. For example, competition is extremely high for searches like tuition but extremely low if it were a company’s name, say Samsung. The truth is that there is no company that can guarantee all their clients will rank on the first page of Google without a concerted effort over a period of time.
Google thrives because it throws up the most relevant search results. If you were to search for custom made shoes on Google, Google gives you the best results based on a number of factors. These factors are not made known to the public. How Google gives results would be to scour the internet for pages that talk about custom made shoes and then look at whether other people are talking about this particular website. Their goal is to bring to the user the best website about custom made shoes. If Google were to throw up irrelevant results, they would lose their effectiveness in search. This effectiveness is what made Google the dominant player in search. The failure of Yahoo and Bing to recreate this effectiveness is the main reason why we do not use these search engines.
I am not saying that having someone build an SEO compliant website is not helpful because it certainly is. However, that is the first step in ensuring that your page ranks for the correct keywords so that your customers can find you easily. A few things that can compliment a well-created SEO compliant website would be an active blog, social media posts linking to the page, forum discussion about the services rendered by the business and clients referring the business website on other websites. A positive recommendation from a popular social influencer can do wonders for the search rankings of a website.
My advice would be to take SEO services for what they are. Which is to build a well-indexed website that is SEO compliant. There is no shortcut to the tedious task of doing a website and a business well.
The Articulat editorial team