Website optimisation

Everyone wants their website to be popular – and with millions of competing sites, sometimes your potential visitors need a helping hand. This is known in the business as search engine optimisation, or SEO for short.

Let's not beat around the bush: here at Goznet Systems we believe that search engine optimisation is at the heart of good design. That is to say, we see it as a philosophy rather than a process. Whilst there are legitimate companies who will offer to "optimise" an existing site for a fee, this is typically a one-off process that largely depends on the site being a static entity rather than one that might evolve and develop over time. This is clearly not a satisfactory long-term solution for most practical websites. It's also worth remembering there are many rogue SEO companies who will do nothing to help, and sometimes even actively damage your website.

When developing or overhauling your website, we do so with optimisation in mind right from the start – that is to say, how your site will appear to Google and other search engines as they periodically trawl the web to build their indexes with a view to helping visitors find it! Contrary to popular belief, it's not rocket science. The most effective and reliable optimisation is actually very simple, but is still very easily overlooked – even by many professional designers, focussing more on the visual appearance of the website than technical aspects of its implementation. Note that with Google's late 2009 changes, optimisation based on anything other than quality content looks likely to increasingly be ignored – i.e. a complete waste of money.

As a bonus, a well-optimised site that doesn't use any underhand tricks (which Google can blacklist a site for using if caught, as BMW Germany infamously discovered) is also generally more accessible to visitors with disabilities, an increasingly important consideration as the Disability Discrimination Act (1995) finally starts to bare its teeth.

If you have an existing site that you would like to be search engine optimised, we can almost certainly help, but it is important to remember that the most effective optimisation is incorporated by design rather than as a bolt-on extra. One of our clients recently asked an optimisation company to optimise their site, and after some analysis it turned out that the site was already doing exceptionally well at attracting Google search traffic and didn't really need any modifications at all – optimised by design, that's the Goznet Systems difference!

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