I consistently hear from companies who are puzzled as to why their expensive, cutting-edge website is perpetually outranked by a site of perceived inferior quality – “our website is better than theirs” or “we are a much bigger company” are common remarks. Beauty is, as always, in eye of beholder. The sites that consistently rank highly are almost always using optimization methods that offer something of value to people who entered search query. Search engines care as much about size of a company or how much it spent on its website about as much as they care about what you had for breakfast this morning (I had blueberry muffins, but Google hasn’t called to ask).

The advantages to “partnership” search engine optimization strategy are numerous. Rather than chase ever-changing technical attributes that can get you short-term results, you instead use optimization methods that leverage your company’s knowledge of your industry to create something useful for searcher. You can improve your website and offer information and products that prospects are seeking, even if those prospects are in earliest stages of buying cycle. In general, you will not have to watch your rankings swing wildly based upon new spam filters and algorithm shifts, and thus will enjoy a higher level of predictability when it comes to your website (although with search engines, there are never any guarantees). Since you aren’t constantly forced to re-address your site’s search engine optimization methods, you’ll have more time to focus on other online marketing areas that need attention, such as website’s conversion rate, an e-newsletter, or online PR.

Conclusion

It’s a fact that websites rise and fall in rankings all time. The only real constant is that sites of TRUE value, ones that offer something relevant and important to searcher, are generally always near top – even after latest algorithm shift has sent “adversarial” crowd into a frenzy of activity as they attempt to reformulate their search engine optimization strategy.

While it may take a little extra effort, I like to think of relationship with search engines as a “partnership” in a real sense. We use optimization methods that apply attributes search engines have deemed to be valuable to a website, which improves both website and website’s search engine rankings. The search engines, in turn, send highly-targeted visitors who have shown an interest in your industry, products, or services. Sure, it may seem that we get more out of deal, but engines don’t complain. They haven’t even acknowledged our partnership.

Having previously dabbled in all three of these areas myself, I can appreciatively say that developers prefer to be handed an accurate story board of site that they are intended to build, including a detailed page by page briefing. Just like site visitors, it is not in developer’s job description to determine where design meets copy or initial ideas of initiator of project.

Ensuring that various departments converse at least once pre-site design is vital, and will ensure that website launched will depict story board initially requested.

It was quite a change for me as a previous “old school” developer to change to W3 Standards, but I must admit that it really is best way to ensure cross browser compatibility. No more having multiple browsers open to ensure design is always standard. I will recommend this to anyone still developing “old school”.

Ensuring content delivers most effective message, capturing audience whilst still enticing search engines is third part to equation. Also confirm that your page titles accurately convey message of page.

Gone are days or writing M-amount of key-words within content to try and push your pages higher. Content is king in land of search engine optimization. You will often find that just by writing relevant, on-topic content copy is optimized by default. Both spiders and visitors will appreciate this from your site.

Bring on Traffic

It is great watching these areas coming together and preparing for website launch. Now that your site is built as optimally as it could be: great design, relevant persuasive content and development strategy that reaches all markets, all you require is traffic.

Consulting with a media strategist at this time is definitely recommended. They would be able to confirm best methods for your niche of market. Whether you should concentrate solely on natural search or tie in with a paid search marketing campaign. A mail shot is always a good idea – especially if site has been revamped. The latest craze is Affiliate Marketing, a very effective way to market your website with proven returns on investment. A media strategist would be able to confirm whether your site needs all four or if one of these areas would suffice.

Follow Through

Your site is launched, you have an effective media strategy in place and traffic is booming. Is this end of site lifecycle, certainly not!

Don’t let attention of your site slip merely because it has launched and expect it to fend for itself on World Wide Web.

Acquire a good log file analyzer program and keep tracking and measuring performance of your site.

To ensure that your site stays at peak performance you will constantly be required to analyze traffic, visitor navigation through site as well as your search engine optimization levels.

Involve your visitors. Place feedback forms on your site and request that visitors tell you where, or if they require more detailed information, or have suggestions for improvement of experience.

It is for them that you have built this site, and without them, your site would be a lonely satellite in a populated galaxy.