Search Engine Optimisation &
Online Marketing Strategies

Off Site Qualities

The 'Off Site' qualities are by far the most important, and this component firstly refers to the technology with which the site has been built. Now, by this I mean that if your website is built in Flash for example as many are, although it might look great, it is a graphic file which can’t be read by a computer. Therefore, when the search engines use a spider or robot to crawl/spider/investigate the site it has nothing to read (as computers can not read and interpret pictures), so as a result it will believe that the site basically has nothing on it which is a serious problem.

The second and even more critical component that needs to be addressed is the coding that happens in the background, this can mean the difference between a ranking well into the Top 20 or Top 10, or absolute obscurity! The way the coding impedes a successful ranking and online marketing result, is such that when the robot from the major search engines comes to investigate your site to weigh up how important you are in comparison to your competitors, it is on a set time limit. As it needs to come in from the back end (through the code) it is vital to ensure a free and easy path, if the coding is not structured properly then the robot will either find little or no information relevant to what you want to be ranked for, and as a result you will not be found. Therefore, we need to clear the path to the relevant information. It is as if you were digging for gold, if you are successful very quickly and have limited time, then you will continue to dig incessantly. If however, you are not successful and have limited time, you will go somewhere else in the hope that you will find gold, and this is exactly what the search engines do. We don’t want the search engine’s robot to leave ‘us’ quickly once it arrives because it will cost us money.

The final and equally critical part of achieving a successful search engine ranking is what is referred to as a strategic linking campaign. This is basically like an online referral, and requires us to secure links from sites of ‘relevance’ and ‘importance’ back to our site in order to be successful. Now there are a few critical elements here, a lot of people believe they can do this themselves, but once they find that if you secure too many links too quickly the search engine will be suspicious and the result is that they can and do banish your website from the search engine. It goes without saying that this is the worst and most expensive result possible. On the other hand however, if you don’t get enough high quality links then you run the risk of achieving nothing. It is for this reason that we have a dedicated team who specialise solely in linking our clients’ website. They are responsible first for researching the industry, competitors, restrictions and opportunities and pursue the linking campaign accordingly to eliminate risk and achieve success.

On Site Qualities

’On Site’ qualities refers to everything from the pages on a website, as in how many pages, what’s on them and where. It also refers to the text on a site, as in how much text what information is included and how it’s formatted. Basically, if we want to be found for our products/services, we need to be discussing them on the site to the extent of aiding to influencing the ranking.

At the end of the day, search engine optimisation is like a chain; all you need is one broken link in that chain to render it useless!