Search engine optimisation is a complex discipline. This is in part because SEO experts are confronted by changes on a continuous basis. The strategies which they devise and implement have to be flexible and they must correspond with the wants and needs of users and search engines alike. Given the pace of technological innovation, on occasion the tactics employed have to be refocused to a considerable extent and sometimes entirely new principles have to be adopted. A great example of this phenomenon relates to methods of link acquisition.
At Searchengineoptimisation.co.uk we devise and implement SEO campaigns that are site-specific. By working with the unique features of a site and making adjustments in line with alterations in the nature of the search world it is possible to get a site higher up the search engine results pages. By using social media networking sites in parallel with SEO, it is often possible to get even more users to a site. Conversion rate optimisation techniques can then be deployed to maximise sales.
When it comes to link acquisition, it is possible to discern that things have changed radically over the last few years. There was a time, six or seven years ago, when getting links involved the purchasing of links in bulk. Little attention was paid to the quality and the relevance of the links concerned. It was a quick and easy way to get a site higher up the rankings. Visibility was what every SEO practitioner was after. The problem was that the search engine results pages were being distorted by all this activity; users were finding that the upper rankings were being filled with poor quality sites in some instances.
This meant that Google took action. It decided that link purchasing was an unethical practice. By categorising link buying as a black hat technique, Google was changing the goalposts but it was doing so to advance the perceived interests of users. Since then, Google and the other major search engines have become more adept at spotting those site owners and SEO specialists who are infringing the rules. Those found in breach of the rules can discover that they are facing a search engine penalty. A search engine penalty may entail a site being exiled from the index for some months, a punishment which can have severe consequences for the business of any online firm.
It is much better for inbound links to be obtained in a gradual and prudent fashion. The emphasis should be placed firmly on getting high quality links. The quantity of links should not be the focus of the campaign. A site is judged on the type of inbound links it contrives to receive.
Getting a few links from relevant sites can be hugely beneficial, especially if they are respected in their sector. One way to achieve this is for a site to move to becoming an authority in its sector. Holding competitions, using the social media, guest blogging and so on can all play a role in getting high grade links.
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Posted by Phil.
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