Have you been conned by SEO?

Have you been conned by SEO?“Hello, my name is Sonya and I’m an SEO consultant. We can get your website to the number 1 position in Google for only £99.”

How many emails and phone calls per week do you get that start off with something like this?  If my own experience is anything to go by, you probably get quite a few.  What’s your first thought? “Mmm, maybe they might be onto something here, I would love to be in the top position on Google”?

You might think it sounds tempting. But let’s just analyse this for a second. What exactly are they promising? To get your website to the Number 1 position in Google.

What do they mean by “Your Website”. Do they mean the home page? Do they mean a particular section page?

And when they say “Number 1 position”, what search term would someone have to search for in Google, for your website to come up in the “Number 1 position”? I would hazard a guess that if you typed your company name into Google now, your site will probably already come up in the Number 1 position. But the people you want to find you on Google are the people who DON’T already know your company name. What search term will they type in?

Let me explain why this promise is meaningless

Let’s say your company name is “Lannards” and you sell office furniture. What search term do you want to be found for? “Office furniture” probably, right? Maybe some other terms like “desks”, “office chairs”, that sort of thing. Certainly, you’ll want to come up in the top 3 search results if someone types in “Lannards” and “Lannards office furniture”, but you probably already do. what you really want is that if someone types in “Office Furniture”, your website will come up in the top 3 results. Probably you’ll want this to be your home page.  If that happens, you’re reaching new potential buyers who may not know about your company and who will click on the link to your site.

What page should come up in the search results?

But if someone types “desks” into Google, you would probably want the “desks” page of your website to come up into Google, so that the potential customer goes straight to the page containing the products they’re interested in. And if they typed in “office chairs”, you’d want them to go to the “office chairs” page. In this way, each page of your website needs to be optimised so that it can be found for its main topic when people search for it.

Don’t be conned by style

So it’s totally meaningless for someone to say they can get you to number 1 in Google, because it depends on a) the search term being searched for and b) which website page will be returned in the search results. They could quite easily take your money and then say “we got you to number 1” because if you search for “Lannards”, you’ll come up top. And don’t be fooled, it can’t be done for £99. Because all your competitors are constantly changing their own websites and doing their own SEO, it has to be a continuous process of updating content, tweaking copy and key search terms, to keep on top of it all.

How can you improve your Google rankings, then?

What you should really be doing, is deciding on a main topic for each page of your website, make sure each page has a good volume of high quality text and other content such as images and videos that talks about this topic, and optimise each page for its own unique topic. In this way, Google will be able to easily work out what each page of your site is about and your rankings will improve. You can do this yourself of course, if you have the time and the inclination, or you can use a trustworthy SEO agency, based in the UK, who have proven results and a good track record with other clients. They should want to talk to you about what’s important to your business and what your potential customers are looking for.

For more information about how to improve your Google rankings, see our SEO top tips and other marketing resources and read about our in-depth, organic SEO services.

 

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