Unpicking the complicated world of SEO and examining the necessity of hiring an SEO company
The rise of importance for companies in terms of websites and online advertising has led to the development of a new industry based around search engine optimisation (SEO). The trouble for most of these smaller companies is that they will be stuck down in the depths of page 8 or 9 of the search engine results rankings when anyone searches for the services or products they provide. This means that they're effectively running a website that no-one's ever going to visit. Therefore, many businesses hire an SEO company, which has a team of employees that are highly trained, qualified and experienced to optimise their website so that it can begin to compete in the online marketplace.
Although it can be tempting to try and optimise your own site so you save some money, or to hire a company offering cheap services, this is one of those areas where you really do get what you pay for, and the results may not always take a significant turn for the better immediately. Patience and a healthy budget, therefore, is what is required for SEO to be a success. An SEO company has the tools to track the results of the measures being implemented so that things can be changed or tweaked if need be, and will generally offer a number of SEO solutions , which feature various white hat and ethical techniques that are designed to have the maximum effect on your website.
These services include content optimisation (where the website's content is modified or re-written to include certain keywords or phrases that search engine users might type in to find a website that provides the services yours does); customising your 404 error page; removing unnecessary coding and generally making the website more search engine friendly so they will rise up the rankings. There are no guarantees that the measures will work because the search engines change their requirements so frequently that it is impossible to judge what will work on a day-to-day basis. However, everyone is using them, so they're in the same position.
In addition to these SEO services, which are called on-page SEO, there are also techniques that can be utilised under the banner of off-page SEO, such as link building and social media marketing. Link building is the process of acquiring natural links that will direct traffic back to your website from other places online, such as blogs, comments and other websites. Search engines view these links as independent votes of confidence for the site, and will treat it more favourably in terms of its search results rankings. It is important to note however that this process is about quality and not quantity so you need to ensure you work with an SEO company that works within the search engines guidelines and employs ethical techniques only!
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