There may still be those who view search engine optimisation as a dark art akin to the reading of one’s future from the entrails of some unfortunate animal. However SEO is in fact a fairly common sense subject with very clear rules set out in Google’s Webmaster Guidelines. And while the threat of Google updates that can have potentially catastrophic consequences for your search ranking – which can make or break a business – may make you cautious about implementing techniques that increase your search visibility, this is territory into which you must tread. Indeed, tread with care, but in this four part series I will outline four major points to consider when either running an SEO campaign in house or outsourcing to an agency, starting with this: question everything.
Google’s most infamous algorithm updates create an uproar amongst members of the SEO community who have had a website penalised as a direct result of their spammy SEO work. Being caught for spammy work is an inevitability. The good thing is that two questions can answer whether work is classified as spam or not, and they are:
