An Introduction to some of the basic fundamentals of SEO:
SEO is the basic process of manipulating the search engine ranking position (SERP), generally on Google since they control most of the market. Within the field of SEO, there are several terms you should understand.
Organic SEO – Here Organic means the ‘natural’ search rankings, as opposed to the paid search results you’ll see at the top or sides of any Google search.
PPC – Pay per Click relates to Adwords or the Google Advertising links which are almost instantly available on a cost per action basis. For new sites yet to rank on the organic listings this can be an especially effective option. Many larger brands continue PPC alongside their organic rankings on a near permanent basis so all bases are covered. PPC is also a very useful method of working out what keywords provide the right traffic for your business, and therefore offers insights for organic search.
Whitehat SEO – this is the industry term for ethical or non manipulative search engine optimization methods. Greyhat and Blackhat are the self explanatory terms for those who prefer to try more extreme methods. Here at Lewes we have a fundamental issue with these terms in that as soon as you do even the most basic keyword research you’re already in the business of trying to effect Google position which, for some, is the definition of black hat. Our policy is this:
- We work with the client to determine how hard they want to push the process
- We will never risk your brand by exposing you directly to unnatural or spam links
- In certain cases, it’s quite simply impossible to rank without using aggressive or automated SEO methods. We’re comfortable doing this, as long as the end result does not pollute the web, harm the client, or carry any penalty risks.
- In short, we wear our Grey Hat with pride, and can’t imagine any successful company not doing the same.
Don’t Over optimise - More is not always better. Keyword stuffing is something G has been wise to for a while now. Keep your writing style natural and all will be well. Slight under optimisation can be compensated for with linkbuilding but the reverse is not true.
Internal and External Links – Links will always be one of the main ways in which Google establishes relevancy for a given page. Internal links are one of the way you can help the search engines figure out which your most important pages are so use your blog, for example, to write posts about specific products or services you’re offering, with a link through to that page. That’s a simple internal link which is increasing relevance for a particular landing page. External links are a science unto themselves and also our speciality. The basic understanding however is that diversity is key, as is quality. Gaining as many links from different high quality sources at a consistent velocity is major part of any SEO campaign and what we spend much of our waking hours doing for you.