Important Search Engine Optimisation Principles


SEO is the means for improving a website’s ranking in Google, Yahoo, and Bing. The more time and money a company spends on SEO, the more chance they have of being the first search result listed by Google – which is of course the ultimate goal of any website; to be easily found by their potential customers.

One of the simplest techniques is altering the text, or ‘content’ on a website. To do this an SEO company must first understand the website’s target audience, who are they and what words do they type into Google when they are looking for this particular website? If you are in the automotive business, then people might be searching for your services under ‘auto shop Auckland’. But there are many possibilities, and it is the job of a good SEO expert to investigate those options for you and compile a list of your best keywords and phrases.

Once those keywords and phrases have been researched, your content can then be structured effectively so that it is ‘optimized’ and SEO friendly. It is usually best to have professional help with this, so talk to your web development company about what they would recommend. Other methods include linking, (both internal – within your own site, and external – other websites linking to yours) and implementing meta-tags, subheads, and website descriptions throughout your web pages. As a general rule with search engine optimization, ‘content is king’, so much of your success will depend on the quality of the content on your website.

Other important SEO principles come into play with techniques like ‘Black Hat’ and ‘White Hat’ SEO strategies. These two methods have very different principles behind them, and it helps to understand the differences before talking to a web development company about tactics for your website so you can make well-informed decisions.

Search engines cater for SEO companies to a certain extent and regularly publish ways to increase a company’s search engine visibility through good design, carefully crafted content, and good internal and external linking strategies. Many SEO strategists follow these guidelines. They are known as ‘White Hats’ and are generally accepted to achieve more long lasting, effective results for website rankings.

‘Black Hat’ SEO companies use methods that search engines don’t approve of or even deception to increase a website’s visibility. Examples would be hiding bulk keyword rich text on your website by using a background font color or small font size. Search engines often impose penalties on Black Hat SEO companies – pushing their websites down in search result rankings and occasionally removing their sites from there databases altogether.

Be aware of these differences between Black Hat and White Hat strategies, and make sure that you entrust a reliable NZ web design or development firm with the task of increasing your website’s SEO effectiveness by using tried and tested SEO principles. You’ll be amazed at how powerful the results of good search engine optimization can be for your business!

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