DIY Search Engine Optimisation
Just like any skill worth learning, getting up those Google rankings (aka Search Engine Optimisation) requires investment of time, genuine enthusiasm, as well as some hot coffee and a donkey whip when the enthusiam runs dry.
If you plan to jump down the rabbithole and learn the mysterious ways of Google, there’s two golden rules you’d do well to never forget:
1. Google does not disclose its search engine ranking algorithm.
2. Many will boast to know Google’s most secret inner workings.
Why doesn’t Google tell everyone how it works? The same reason Kentucky Fried Chicken’s eleven herbs and spices are secret.
For those of us in the professional Search Engine Optimisation industry, the hardest part is to somehow positively spin the fact nobody can guarantee results. Google exists on a computer and computers are supposed to be programmable.
“Why can’t you just fandoogle my website, or whatever you computer people call it, and make it go #1 on Google?”
“Sir, I’d love to, but miracles aren’t my department. My manager knows how to walk on water, though.”
Step 1: Read Lots.
Think of your favourite Kung-Fu film and usually you find the part where the raw novice finds the old sensei. Without the wise teachings of Mr. Miyagi, dweeby Daniel-san would have never defeated the evil Cobra-Kai. That prompts the question, where can the novice read up on SEO.
“Before learn-a punch, must a-learn good defence.”
- Mr Miyagi, Karate Kid
Defend yourself from bad advice.
Sometimes it’s easier to figure out how to do it wrong in order to get it right. Bad advice can come from anywhere: your mate down the street who runs a computer repair business, your nephew studying at uni. There’s no shortage of websites out there. There’s almost as many IT guys who boast to possess the true answers to the mystery of Google’s rankings. Some will happily take your money, try hard and in good faith “optimise” your website. Maybe there’s a mate who offers free advice. He’ll even fix your website free, too. Sounds like a great offer. But whether gratis or not, if the result is a website ranked no better (and a year older), it has cost you money all the same.
Avoid people that promise. Avoid companies that promise. Buy a book?
Save your money. It’s illogical to buy a book when the facts have probably changed before the book went to print. The Google algorithm – the formula used by Google to rank the most relevent websites against the least – is constantly tweaked and changed. Every day. Such algorithm updates are instantaneous around the world. Yes, there are useful books out there, but you’ll find very little on paper which supercedes the better website-based guides.
Find the good advice.
How does a time-starved, internet-neophyte business owner not get led down the garden path? Yes, there’s bad informational websites with old or incorrect advice. But there are also websites, ezines and online newsletters which SEO industry professionals themselves contribute. Research as many of these as you can find. Try Google searches like “SEO tips” or “SEO forum”. Write notes, be skeptical, and learn by consensus opinion: multiple credible sources that repeat the same advice.
I can’t mention the websites I routinely use, but forums and popular blogs are often the best. Find a few with most user/members and greatest activity. Most have beginners guides in plain language.
Inside the industry, there are two types of SEO: ‘white hat’ or ‘black hat’. White Hat refers to ethical, long term optimisation. Black Hat optimisations are unethical methods (which are often caught by Google, usually leading to penalties or bans).
Melbourne IT only use White Hat techniques. Beware of the Black Hats, guys. When it comes to SEO, the ends don’t justify the means.
Step 2: OK, I’ve Read Lots. What Now?
Answer: Experiment.
Start a new website, build some pages, write some content, try to get it ranked. Learn through doing. Select a keyphrase which relates directly to your business and tinker. Changes to websites will often take weeks to months to bear fruit on Google, so be patient. Unless your website is in competition with others optimised by seasoned professionals, anybody can figure out the vagaries of Search Engine Optimisation. It’s just a matter of trial and error, time and perseverance, and the right advice.
What techniques fall into which category? Black or white hat techniques often differ depending on who you ask. Don’t get suckered into the technical minutia. When IT people start throwing around terms like ‘meta-tags’, ‘optimal keyphrase density’, and ‘robots’ it’s often to impress you.
Don’t get me wrong, if we at Melbourne IT are asked a specific technical question, we’ll give a specfic technical answer. In most cases however, our clients would prefer to eat the sausage, not watch how we make them.
Last words on DIY SEO
DIY Search Engine Optimisation are ideal for those that have no business deadlines, have lots of spare time and want to save money. My caution for the rest of you who answers to a boss or a business partner looking to you for results: DIY is not for you. By all means, start a hobby website. Tinker and doddle. There’s no better way to learn than by doing. Keep reading and trying. Be aware that almost every commerical website populating a commercially competitive keyphrase has been improved by search engine marketing professionals. There are noteworthy exceptions, and almost invariably they read lots and probably have lots of time on their hands too. Do you?
But should you have deadlines, business goals, sales and marketing targets to meet or a boss who pays you to get things done, the Melbourne IT Search Engine Marketing department is here to help.
Why not book a Free Consultation?
Written by Stephen Kep, Senior eBusiness Consultant, Melbourne IT.
September 20th, 2007 at 11:53 am
Nobody can find us on google. We dont need to be first, we just need to be there.
September 22nd, 2007 at 5:51 pm
Some quick thoughts for you:
1) Your site is flash built, makes it difficult for search engines to index your site.
2) Ensure your site is submitted to dmoz.org and the yahoo directory.
3) Ensure your meta title and description include your company name.
4) Create some link partners to site that do get indexed regularly and you will be indexed.
Just a start, hope this helps.
November 23rd, 2007 at 11:30 am
thanks for the advice stephen.