How SEO Has Evolved

When SEO Went Smart

Back in 2007 Search Engine Optimisation was never a major issue for websites, it was easy to rank on the first page of Google simply by repeating key words on the website and also in the meta tags to climb up in rankings. 

Business also used other tactics of keyword repetition to shoot up in Google - simply by adding white text on a white background so the human eye couldn't see the junk text, but Google could. 

Now in 2017 Google and other search engines are getting smarter – and businesses need to do the same. 

Let's explore the methods in my guide to SEO using an example law firm in Brighton: What are the Search Engines really looking for?

1. Page URL structure - great for geographically tageted businesses. For example, a law firm in Brighton should create a blog post or an internal page with the URL ending in /law-firm-brighton.
2. Maximise your H1 header - Avoid saying "Welcome to my website" in big bold letters, tell Google that you are a Law Firm in Brighton (and your specialist areas too).
3. Textual Content - Each page should have at least 300 words. Search Engines are like humans, they read a website like a newspaper. No one wants to buy a newspaper with nothing to read.
4. Images - Rename your images from "My logo" or "DC0034" to your chosen key phrase, so "Law Firm Brighton Family Lawyers Logo_1" instead.
5. Ensure other people are linking back to your site - Google likes backlinks from relevant and trusted websites like Yell, Thompson Local and even Google+ and YouTube. Google owns YouTube and also the site blogger.com. Create extra traffic by ensuring your website is mentioned online with business profiles.

What are Search Engines NOT looking for?

1. Spammy blog comments from outside of the UK.
2. Hundreds / thousands of low level backlinks that have been bulk added by an overseas SEO company for a few $dollars.
3. Linking from 'Bad neighbourhood' websites such as adult or gambling.
4. A pretty website with lots of photos and zero text.
5. A website built on a free platform such as Wix, Hibu/Yell or Weebly.

Try it for yourself - Google search for your geographical area and your services - what page in Google is your website? Can you see your competitors above you? Often wonder how they dominate Google search results? They have employed an SEO company, or invested in SEO training to learn DIY SEO.