MicroArts’ approach to search engine optimization (SEO) isn’t about complicated terms or hype about beating the search engines at their game, instead it’s all about good communication. This is because, in the end, search engine optimization techniques are actually just a subset of good online communications techniques.

Since SEO is only a part of good communications techniques we never apply it solely for the sake of ranking higher in the search engines’ organic listings. This is especially true if it’s at the expense of good writing and communication. Why not? Well, let’s say for argument sake that “your widgets are the best widgets anyone in the widget market could hope for in a widget.” And let’s say that sheer repetition gets you the recognition you want from people searching for “widgets.” The fact remains that your message is weak and you’re not going to compel anyone to buy widgets from you. Besides, trying to game the system like that just doesn’t work.

Google and other search engines dedicate large portions of their budget to make their engines behave and classify information more and more like a person would every day. Therefore, trying to trick the system would require Google-eqsue budgets and constant vigilance as the algorithms change. So it’s a risky and expensive move at best to try to play that game.

Further, Google’s own guidelines for SEO say to do what you would if search engines did not exist. They say that if you are effectively communicating with your users then you are effectively communicating with search engines and this is the best way to increase your search engine results page rankings.

What are effective communications on the web?

To truly communicate effectively online, you need to reach all users-regardless of their technical savvy, practices, and equipment. That means you have to accommodate all types of browsers and all types of user abilities. It means graphics and flash have appropriate text-based representations backing them up. And it means you always connect with the lowest denominator of technology while reaching for the highest. Some examples of how to do so include:

• Make sure everything is labeled
  
• Complete all labels in a way that is most relevant to the user-telling them where they are and where they can go.
  
• Act like a newspaper; put the most important things at the top of the page and make the most important information on the page stand out with larger text.

If you do all that, and create great content to boot, then you are on the path to great success. The next step is to tell the world about your website, which we’ll cover in a future blog post.

In conclusion, concentrate on your story rather than search engine spiders. Reach out to your audience and engage your users. Make sure you are clearly communicating with all types and all technologies. At MicroArts Creative Agency, we know how to develop websites that effectively tell your brand story and enhance your brand experience. And as it turns out, that’s the way to draw users in and achieve a higher ranking.

Give us a call. And let’s get started!