Google search engine optimisation

How do you get to the top of the search results?

Everyone with a business wants their website to be found at the top of Google's search results, which means there will always be intense competition for the top spots. It is possible to reach these positions though, and for those who are successful, the rewards can be fantastic.

Unfortunately, this great demand also resulted in an industry of unscrupulous search engine "experts" springing-up who won't hesitate to promise they can get your site to the top. The reality is, they can't truthfully guarantee this at all, not in any meaningful way – although that won't stop them from taking your money, so be cautious and take any promises with a coronary-inducing pinch of salt.

So, is there a magic formula?

In determining ranking positions, Google considers hundreds of factors in assessing websites' relevance to searches. As you'd expect with such complexity, to ensure continued success for any website, there is no guaranteed quick-fix. However, a website that has been well-designed with good relevant content is always what to aim for at the outset. Do this and you'll have the best foundation to build upon. It's essential for your web designer to appreciate the importance of this, or your website won't produce the results it should be capable of.

Ideally, search engine optimisation should be ongoing as the site develops and not left until later, as an optional afterthought.

Our approach is always to address search engine optimisation as an essential part of a project, and the results we have achieved for clients have been remarkable – and are verifiable too.

Recipe for success

If you already have a website, which is underperforming, let us know about it and we'll suggest ways in which it could be improved.

Because, it's in Google's interests always to be returning high-quality, relevant search results (they make billions simply from people clicking on their paid links), they provide a lot of valuable information to website owners to help them achieve this.

If Google didn't strive to improve search results, people would eventually start using alternative search engines – and Google would see its income decline. Consequently, Google continually refines the process of how websites are ranked. It's also a cat-and-mouse game, because there are other businesses who are constantly looking for loopholes to exploit the system.

A word of caution

Don't be tempted to risk your online reputation, by using any tricks or dodgy practices in an attempt to boost your search ranking. Google has no hesitation in penalising sites that do this, or dropping them completely. Even major companies have been affected in the past, including BMW. Instead, for long-term success, play by the rules and focus on improving your website for your target audience. Done properly, you will see your website steadily improve its ranking position and your website will go from strength-to-strength.

What's involved?

There are several hundred factors that contribute towards how Google (and other search engines) attempt to sort results in order of importance. Some have more bearing than others, but they all play a part, and the more your site can comply with these factors the better it will perform. In each case, the relevance and rank of a website and its contents is determined by complex algorithms which are continually being adjusted. Although these algorithms are secret, Google does try to make it easy for website owners to make the most of them.

You can read more about advice for website owners here:
Google Webmaster Central

You want what's best for your business, so why settle for less?
For advice on Website Search Engine Optimisation and getting found on Google, call: 01555 840083.

Gordon Lang


I'm Gordon Lang, and I'll personally be guiding you and your business towards making the most of the fantastic opportunities the internet provides. Get in touch, and discover how investing in design tailored to your needs can make a real difference to your business.