Quality is essential to successful SEO

search engine optimisation servicesSEO is central to your potential clients finding your business as it is designed to help boost your websites position in the search page rankings.

Although Google is not the law their opinion is very important. As the most popular search engine, what they have to say matters and they regularly implement algorithms which affect how your site is ranked. Google have made quality key to their user guidelines. Their requirements are:

• Make pages primarily for users, not for search engines.
• Don’t deceive users.
• Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask: “Does this help my users? Would I do this if search engines didn’t exist?”
• Think about what makes your website unique, valuable or engaging. Make your website stand out from others in your field.

Why does quality matter?

There are two reasons why quality is important to your overall SEO success. Firstly, the search engines are designed to ensure users have a positive experience and therefore want to give them the most relevant results. The top search results will include only websites which provide relevant and useful information but also provide a fantastic, inclusive user experience. Secondly, websites should be designed to convert visits into sales. A professional designed, quality website filled with intelligent, informative copy will raise this conversion rate. Ranking on page one of a search engine is pointless if you don’t get any sales due to your site’s quality.

Three Key Quality Considerations

Below are three top considerations if aiming for great page rankings. Some of these points may seem a little complex and this is why professional search engine optimisation services exist – to demystify the complex and ensure you’re hitting the top pages for your industry.
Let’s now look at the quality considerations you need to keep in mind.

Professional Design

Appealing and professional web design matters. It’s one of the most important elements of user experience. A bad design is almost guaranteed to result in high bounce rates and low conversion rates, negatively impacting on your overall business image.

Informative Engaging Content

Chances are there are specific keywords you’re trying to target with your website. It could be ‘swimming instructor Basildon’ or ‘watchmakers in Rochester’ but either way you should be tailoring your content, as Google says, to your user not to search engines. It’s very easy to start squeezing keywords into every corner and hope that it impacts positively on your position but chances are it won’t. Search engines are much more interested in quality, engaging content. Nowadays, both search engines and users are wise to heavy-handed keywording.

User Friendly and Responsive

Navigating your website needs to be easy from all devices. Google is getting more and more interested in responsive design and how well websites translate to mobile devices as they become more popular. If your website is easy to navigate users will stick around for longer and you will be raised higher in the search engines.


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