An important part of the design of any website is to ensure that the content is as search engine friendly as possible. We always design with this in mind and ensure our sites are well organised and have suitable SEF page titles. However, that is just the starting point, and getting good rankings in the main search engines requires much more.
We are often asked by clients how can they improve their site rankings in Google and other search engines. In our experience there are no short term, quick fix, easy solutions which will just catapult a website high up in the search listings - despite what many, so called, SEO specialists will have people believe. Simply packing a site's metatags with strings of keywords, as was the practice years ago, no longer works as the major search engine now pay no attention to these at all in most cases.
If you consider what organisations like Google are aiming to achieve, when a user searches for content, that has to be to return a listing of the most relevant and informative sites, with the greatest depth of information in and around the enquired subject, if possible geographically close to the enquirer's location or IP address if no location is specified as a part of the search. So, for example, if one were to search for "Quantity Surveyors London" the search should bring up a list of quantity surveyors in and around London - typically these will be ranked in order by Google based on the amount and depth of relevant information in the sites. A website with little more than a few standard pages is unlikely to appear high on the list. On the other hand a site that is rich in content with plenty of articles about the subject, about the way surveys are conducted, about what items are tested and checked, about what faults and problems are typically found, about the training and qualification of their surveyors, and with general advice articles about the things people should do and consider when buying or selling properties will almost certainly be at or near the top of the list. Geographical factors are also important so businesses located in other areas will not typically get high rankings where a geographic location is specified unless they have a presence in that area.
Google have publicly stated that they no longer use site provided keywords as these were so misused by sites as to be virtually meaningless and useless for accurately classifying a site. Instead they now rely on their search robots to spider sites, creating their own lists of keywords and phrases based on the content they find. It follows therefore that sites with little content will not generate a lot of page links and if there is no real depth of content there will not be many keyword phrases either. The bottom line is 'CONTENT IS KING' - the content must, of course, be relevant to the subject/s of the website concerned. How the content of a website is written and presented is also extremely important and, where possible the key phrases that searchers are most likely to be using when searching for your products or services, should be incorporated in context into the website articles - the more background information and articles there are in the website, the more opportunities will exist for seeding key phrases that can be spidered and classified.
Social Media also presents many opportunities for SEO positioning - please call to discuss your requirements.