7 December 2010


Build it and They Will Come

Picture this: you've just launched your all-new website and you're proud of the finished result. You've received welcome feedback from family, friends and a few of your clients, and you feel ready to take on the world. Well"¦the cyber world at least.

But apart from the people you've personally directed to your site, you've not had so much as a sniff from the outside world. Don't they realise you're now online and raring to go?

Unfortunately, when it comes to the fickle ways of the web, it's not just a simple case of 'build it and they will come'. With a gazillion pages of online information out there, and stiff virtual competition every which way, you need to make yourself visibly seen on screen.

Finding anything on the internet would be almost impossible without search engines. Different search engines work in different specific ways, but they all follow the same simple principles.

To put it basically, when search engines are performing your search they have what are called 'robots' or 'spiders' flitting from page to page, recording all of the data on that page, and attempting to weigh its overall 'value' by focusing on relevant key words, its popularity with other websites by way of links, and on the general context of the page.

More than 90 per cent of searches on the internet are done through Google so you cannot afford to ignore the world's biggest search engine.

The most efficient way of getting into Google's good books is by effective search engine optimisation, or SEO: the process of improving the visibility of your web page in search engines. This is now an incredibly important marketing technique, and not one to be overlooked.

Put it this way: would you print hundreds of beautiful brochures advertising your most promising product, and then leave them on your desk hoping that people will come and take them? No! Well, without SEO that's exactly what you're doing with your website.

Dale Moreton, FDC's Managing Director, explains: "The idea of building a website and just letting the search engines organically find you is counterproductive. There are so many billions of pages in the search engines already and the underlying fundamental is that the search engines only pull relevant, concise, up-to-date content to the search.

So if you're talking about a 386 computer and you're trying to sell a new computer, the 386 content would not come up if you type in 'new computers'.

"You've got three to eight seconds to get their attention, and if somebody looks at it and it's not fresh and up-to-date and it's not helping them they will look elsewhere. It also becomes less likely that they're going to be picked up by the search engines because, every time it goes there there's nothing new."

SEO is time-consuming and requires ongoing commitment. Many people have tried to cut time and dupe the system but Google is a complex and clever system and this will eventually work against you (and no one knows how long it takes to redeem yourself!). But if you don't have the time or the resources to focus on SEO, then FDC has a wealth of knowledge on the subject and is regularly contacted by an abundance of organisations across the UK wanting a search engine optimisation advice.

FDC provides SEO to clients like British Sugar and Aerotherm, who have come to us because they wanted to optimise their websites.

We provide a full service with free monthly reports on SEO feedback. We'll make sure you have the right key phrases, together with the right search volumes and we'll constantly monitor your account to the right level so you see fast results with minimal effort or cost.

For further information regarding SEO please email us


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