Search Engine Optimization is a topic invoked by pretty much all of our clients. We have extensive experience and knowledge gained from working with different types of strategies… and decided that it’s not the business we want to focus on.
Everybody wants to be #1 on google’s SERP (search engine results page). But there can be only one #1, of course, and the more websites vie for that placement, the harder it becomes to get there. Now, there are plenty of proven and unproven strategies – you’ve heard of “white hat SEO” and “black hat SEO” – but the only one strategy that we now support is called “authoritative content”.
Don’t optimize your website for search engines. Optimize it for your visitors. GOOGLE
Google tracks the amount of time spent on a given website before returning to their search results. The less time visitors spend on your site (after finding it on Google’s SERP) the lower you will rank*. Which means that authoritative content is most certainly part of the ranking algorithms and makes good sense because you should obviously only promote content that you can actually serve.
It goes without saying that we develop our websites in a standards-compliant fashion with proper meta tags and code structure and to be fast and stable. And that is, literally, all there is to SEO on our end. After that, it’s up to the client (who manages the content of their website) to populate it with relevant and authoritative content (we can certainly help and refer you to some great content creators, writers and editors). This strategy works wonders and costs, in effect, nothing.
Case in point: in 2005 we developed a website for USC’s Tsunami Research Center, a website dedicated to the science of Tsunamis. For lack of budget, we have not updated the site since 2010 and it has received continously bad SEO scores from different sources. Yet we rank #4 on a google search for “tsunami research” (no quotes) which yields over 3,6mio results**.
Now, we don’t want to discredit white hat SEO because it does serve a purpose, does yield positive results and can help you business in various ways. But it is an ongoing process, often times feels like a “fight” and can cost a lot of money. It is our opinion that you can reach the same results, albeit with extra time, by simply focusing on relevant content and simple cross-linking. And, as our tests have shown, those results will remain in place for a long time.
* this statement is not officially confirmed by google
** as of April 2019