One of the explanations behind the extraordinary complexity of search engine optimisation is that every site has to be given its own recipe of tailored techniques if it is to gain more traffic and obtain more conversions. Due to the complicated nature of the shifting world of search, few rules apply to every site. What proves effective in one instance is sadly disappointing in another. In another set of circumstances, the same solution can have variable influences on the fortunes of a site. Each site has its unique features, its own strengths and weaknesses. The techniques used are often a blend of art and science, making precise duplication of them barely possible even if it were desirable. In addition, SEO is applied to sites at disparate stages in their evolution. All these factors mean that generalisation and SEO do not go well together.
However, despite these compelling points, many an SEO agency refuses to respect the differences of sites. This means that they produce formulaic SEO plans. These lack the creativity, sensitivity and flexibility which effective campaigns possess. Hence it is vital for site owners to ensure that they obtain high quality SEO services.
At SearchEngineOptimisation.co.uk we make the necessary efforts to devise and implement multifaceted campaigns which tick all the right boxes. In addition to this, we keep an eye out for the unique aspects of the sites we work on. This means that it is quite possible to work with the grain of the site, using the most appropriate techniques.
Sites in different sectors of economic activity often require distinctive approaches. Imagine a firm in the creative industries. It may have a new site which requires optimisation. Using a blog would be an obvious way of getting interesting and useful content applied to the site on a regular basis. The discreet insertion of a couple of keywords could help the site with the search engines, but the focus would be on pleasing the human user. A further step could be a Twitter campaign to draw attention to the blog posts. However, it would be necessary to ensure that the campaign involved plenty of retweets and effective engagement with the target audience.
While the site in the creative industries may benefit from a Facebook campaign and a Facebook Fan Page, it may be that the target audience does not spend too much time on Facebook. Research is needed to see where the target audience hangs out. However, it is not just traffic maximisation which should proceed in accordance with the specificities of the site.
Conversion rates are crucial in search engine optimisation. It is not much use if the traffic which has been persuaded to come to the site does not linger for a significant period of time. It is important that a site stimulates interest and receives repeat visitors. It is vital that some visitors are persuaded to buy a product or a service, if that is the purpose of the site. Studying an individual site with the right tools is a great way of finding out where adjustments need to be done.
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Posted by Nick.
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