Search Optimisation is no Secret

One of the most common questions I am asked as a web designer is "so how did they get to page one?". It is the most understandable question and one which I would ask if I were in the same circumstances. However, it is not a question that can be answered because the truth is that nobody "gets onto page one of Google".

Google have an extremely complex and ever changing set of algorithms both automatic and manual that decide which web pages reach the top of their search results. Since no-one but Google can change these algorithms, this in turn means that no-one can "get you" onto page one.

This truth is hard to accept. Business success is often so dependent upon being found through Google (and to a limited extent by other search engines) that to know that it is completely outside of your control is a disturbing fact to learn. Except that this isn't true either.

I can hear all the readers saying "but this makes no sense". It does make sense but it is terribly difficult to explain.

So why is it not in your control at all but also in your control to an extent?

Whilst it is true that you cannot "get yourself" to the top of the search results, you can do everything in your power for Google to like and respect your website. This is known as search engine optimisation and is a practice followed by large corporations and small businesses alike.

In the old days, you could trick the search engines by stuffing your words and phrases into hidden parts of the site and the dumb computers lapped this up and drove your website to the top. Strictly speaking this is no longer the case.

How to Trick Google

Some companies still find ways to trick Google even though Google are becoming cleverer at sidestepping "search engine spammers". If you find a trick that works you might think you have found yourself a pot of gold. But beware. They say that nothing is certain except for death and taxes. I would extend that to nothing is certain except death, taxes and being caught out by Google... eventually.

You can be sure that they will cotton onto your trick at some point and ban your website from their results entirely. It is then very hard to recover from this position.

So What Should I Do?

Fortunately, and for the first time in this article, there is a simple and straightforward answer to this question. Google have been consistent for many years now in looking for website full of quality content and plenty of inbound links.

Quality Content

Copying articles and writing rubbish just to get your keywords into your site might work, but writing lots of pages with useful and relevant content will always work. Write for humans and not for the search engines and you will be going along the right lines.

Inbound Links

There are plenty of informative and useful directories and forums out there who can provide useful links into your website. It takes time and patience to seek them out and get the links. Spending time doing this will pay off well and for the long term.

Conclusion