I’m always amazed by the amount of companies who pay lots of money to get a website built and then sit back and wait for the new business, sales leads, and sales to start rolling in automatically – and are then shocked and surprised when they don’t. Frequently they will go back to the web design company and blame them over the issue.

Of course while the business owner is berating the unfortunate web designer they have forgotten one key thing…

The web site designer is just that. A web site designer. And he has completed what he was asked to do and created a nice looking web site for the business owner. It’s very probable that what the web designer is NOT is an SEO professional! But none of that really matters as it is almost certain that it never crossed the business owners mind to check if SEO was included in the cost, or if it was included if it covered simply on-page SEO, or off-page SEO as well.

Sometimes the problem is ‘unconscious incompetence’ on the part of the business owner. That’s not meant to be derogatory. It is just a technical term for when you simply can’t ask relevant questions about something, not because you can’t think of a decent question, but because you don’t even know that thing exists or never had any experience of it. In other words, you can’t ask questions about search engine optimization if you’ve never even heard of it!

However, is a website designer really the best person to be doing your search engine optimization for you? Okay, it is extremely handy if on-page SEO is taken into account and carried out as the site is getting built, but using someone who merely dabbles in SEO, or THINKS they know SEO is not a good idea!

Why not?

Well, the search engines are always altering the algorithms that they use to calculate who gets ranked where. Keeping abreast with these changes and what works and doesn’t work NOW all takes a substantial amount of time. It’s no good knowing what produced good results a year or two ago, because they may not produce good results now, and in fact implementing these ‘old’ techniques can often do more harm than good.

Keyword stuffing, tiny text, and hidden (or nearly hidden) text are just some of the examples of SEO tricks that used to work and could often get you high rankings, but today would probably end up in getting your page or site banned or seriously penalised.

For a website to rank well in the search engines you HAVE to have on-page SEO, and regular off-page SEO work carried out on the site. There are simply far too many competing sites out there for your web site to rank well otherwise. And bear in mind that even if you aren’t taking SEO seriously you can be in no doubt that your competitors are! Google doesn’t play favourites. Your competitors rank higher than you because they have paid someone to make sure that all the things are in place that Google wishes to see in a top ranking and highly relevant web page.

Your web business is far too important to ignore SEO, or worse, to leave it to a well meaning web designer. You HAVE to do search engine optimization PROPERLY, and for that you need an SEO expert.

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