The real cost of SEO
Here's what the SEO consultancies don't want to talk about: The real cost of SEO...
We take a different view...
Everyone wants their site at the top of the search engine results pages. But how much are you willing to sacrifice to get there? Gravitywell believes that there are many factors to consider before you jump into a complete redesign of your website which is focused almost entirely on SEO.
A balanced approach
We see web design as a balance of many things; aesthetics, usability, Search Engine Optimisation, standards compliance, maintenance, accessibility and portability for example. Often there is a focus on just 1 or 2 of these aspects but we believe the others should also be considered for various stages of the website’s life-cycle. Focusing a website redesign entirely on SEO may well be a mistake for your site.
Quality of traffic, not quantity of traffic
You've probably had spam emails which scream "we can improve your website's rankings!". We get them too. Well, the question is: at what cost?
Users arriving at sites which are text-heavy with small images and a long scrolling page with clumsy navigation are unlikely to be impressed. Optimising the site for SEO may drive more traffic to the site but conversions and sales may well go down because the site no longer impresses or distinguishes itself from your competitors. SEO needs to consider the quality of this traffic, just having more traffic may not be much use.
Beware of the SEO cowboys!
One of the traditional methods of improving SEO is to add more keywords into the body text of your site. The experience of your user, client or customer is likely to be impaired by cramming more words onto the page. It certainly won't make for pleasent reading.
It depends on your product/service and your market of course, but this sort of change could possibly damage your sales & conversion rates. You may need to consider that potential customers would be put-off by the SEO changes to your site.
A beautiful photograph and some carefully chosen words from a professional copywriter are much more likely to convince a potential customer.
Modern search engines
The goal of Google (the search engine leader) is to create a search engine that finds exactly what the user wants. It tries to do that by actually understanding the content of any given page in an intelligent way. Google wants to understand that a site is about photography for example, not just associate it with a keyword called “photography”. One of Google’s goals is to down-grade (in the rankings) sites which seem to be pretending to be about a particular subject, perhaps even trying to fool the engine. So essentially our advice on SEO is the same as Google's: “add regularly updated and relevant content”. That’s it. Sites trying to get around this rule are what Google is getting better and better at dealing with every day.
So, understanding what search engines are looking for is simple. Finding ways to provide it is trickier, but that's where Gravitywell can help.
If you think our attitude to SEO is a more forward-thinking and honest one then please get in touch. We can advise on reasonable, practical and non-damaging improvements to your existing website which will help you achieve higher search engine rankings.
Call us on 01179 279 686 or