When SEO Professor started out in 2011, our focus was on getting the basics right for our clients and building from a strong platform of outstanding web content. It still is along with all the other experience we have picked up along the way.
Our focus hasn't changed and we still believe that despite many search engine updates, doing things the right organic way always pays off.
There are lots of bad SEO practices and smokescreens around SEO activities but SEO isn't rocket science, it's a series of tasks that need to be done regularly to ensure that a website maintains a good presence on the search engines. Website owners only encounter problems when they don't get the basics right or they try to latch on to shortcuts that never work long term.
Like the story of the hare and the tortoise, it's the tortoise that wins in the end.
As Google is by far the most popular search engine in the UK, this generally means following the rules of that search engine and then finding ways to gain an advantage over competitors.
Any effective SEO campaign needs to bring together web design, development, marketing as well as the more technical aspects of SEO.
So to work effectively SEO is no longer about doing just one thing, it is about all the cogs on the wheel of online marketing working together. Get one bit wrong and the whole point of having a website ends up getting lost in confusion about what works and what doesn't.
There is no way to guarantee that you will be top of Google for your keywords, but there is certainly a lot that can be done to give a website a chance to hit that all important top spot. This involves a simple a long term strategy for success.
Done well, search engine optimisation is about being fully transparent about the work being done and constant monitoring. Only then can a website achieve a high or number one position for genuinely important key words.
Identifying the keywords and phrases that will drive traffic to your site and increase conversions and developing a long term strategy to get the best return on your investment are the lynch pins of SEO good practice.