Is SEO really that important? Many people think that search engines don’t really require websites to follow a set of rules in order to succeed. But the answer is yes, SEO (Search Engine Optimisation) makes a big difference to your website. In fact, without effective SEO your website may be invisible. SEO helps the search engines understand and classify websites in terms of how useful they are for the user. Search engines are sophisticated but they cannot “see” a website the same way a person does. Until search engines become more like people, SEO exists. If you’re still not convinced, here are some of the issues you may have to deal with in order for search engines to fully access your site.
- Indexing Problems
Because search engines have problems filling out online forms, any information kept behind logins and other form-protected pages may be lost. Be careful with login-protected areas, therefore, and check with an SEO service provider like www.base2digital.com what to do about subscriber-only areas, for example. Indexing problems also come about when websites generate duplicate pages – search engines have a hard time when looking for original content, and it causes problems with indexing. Non-text content can also be a problem for indexing, including images, audio, and plug-ins. Or sometimes errors in the crawling directives on a website can even block search engines completely – something to think about if you believe your website is not getting any hits at all.
- Issues Matching Content to Search
When you think about how search engines work, it pays to think logically. When you use uncommon terms and keywords in your site that don’t match the terms people most commonly use to search, this can be an issue. For example, referring all the time to “food preparation stoves” when people most commonly search for “cookers”. Search engines are also confused when you are targeting your content in one language when most of the people visiting your site are from another country. Using titles that don’t match the content of the article or blog post also creates problems. All this makes sense when you think about creating a quality user experience, and it equally applies to how search engines look at your site.
- Your Content Isn’t Shared
It is not enough to build a great website and include excellent content. If no one is sharing, commenting on, or reacting to your site then the search engines will not take too much notice. In this way, it matters that you get links back to your site from other places, which increases your visibility to the search engines.
- Your Website is Still in the 1990s
Search marketing is constantly changing, so what worked in 1999, or 2004, or 2011 is not necessarily going to be working now. In fact, it could be working against you. For this reason, SEO should be a priority and you need to align yourself with the best practices of today, and be ready to change tomorrow if you need to, in order to achieve success.