Search Engine Optimisation (SEO) is a term used rather loosely by web designers and graphic artists. We cannot stress enough that this is an unregulated industry in Australia and therefore you must be prudent when selecting who will be responsible for the success or failure of your campaign. At Paragon, we define it as consisting of on-site factors and off-site factors and the following factors are key to our campaigns:
On-site Factors
- Keyword Density
- Meta Data
- HTML Architecture
- Site Size
- URL Factors (.org/.gov/.edu)
- URL Keywords
- Internal Link Pathways
Off-site Factors
- Incoming Link Quantity
- Link Quality (PageRank)
- Link Keywords
Your on-site factors are typically responsible for designating where (i.e. what keywords) your page is displayed in a search engine while your off-site factors generally determine your positioning on the search results page. However there is no exact science to getting good search results. Search engines modify their algorithms regularly to deliver the best user friendly results. Instead of trying to exploit this and find loopholes in the system, we build solid, user friendly sites using the guidelines set out by Google and other search engines.
Getting the above right is a timely process and cannot be achieved overnight. In order to attract your target audience (as opposed to uninterested browsers) to your site, it is imperative that this is done correctly.
Some SEO service providers may guarantee you a top placing. In truth, such a promise is fraudulent as the only party truly able to make such a guarantee is the search engine. At Paragon we cannot and do not make such unsubstantiated claims. We simply deliver you a sustainable stream of content which is search-optimised and aimed towards building a sustainable stream of qualified traffic directly to your site.
Google has released official guidelines for exactly what you should look for in a company offering SEO services. We recommend you familiarise yourself with them before you make a decision.
Common sense is often the best tool for making a decision about your online future. If an offer generally seems too good to be true, chances are it probably is. Never hesitate to ask about the specific processes involved in SEO, they are not trade secrets or confidential, they are simply a series of best practices that when observed often lead to favourable search engine rankings and browser experience.
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