An essential ingredient for Search Engine Optimisation – Time

More and more frequently at the moment, clients and prospective clients are talking about getting results quickly, and the importance of this. I think that this is not helped by the current economic climate, as people want to see a return on investment as soon as possible. This is absolutely understandable, and is a goal that we work towards, but an essential ingredient with search engine optimisation work is time – time to build authority, time to analyse the effectiveness of the traffic that is coming into the website, and time taken to make tweaks to the website to ensure that conversion rates are maximised through steady and measurable testing.

Time is an essential component for building the trust of a website, because this needs to built at a steady pace – you want this link building to appear as natural as possible, and building hundreds or thousands of links to a website in a short space of time clearly can be detected by Google’s algorithms and can be held back or penalised appropriately.

There are of course ways that large amounts of links can be built naturally over a short space in time, but this is usually matched with a large amount of press for a particular website, or frequent blog mentions and it is very difficult to try and duplicate this with common link building techniques, unless you have a fantastic bit of link bait that grows in popularity over a short space of time.

Instead, caution is required, and it’s important to build the websites authority at a steady pace, building on the trust of the site over weeks and months, targeting the phrases that you want to use for anchors for the links that point to your websites to ensure these match the type of phrase that you are looking to promote the site for. 

It’s also important to ensure that links are from a mixture of sources – if you only have reciprocal links, or only ever use one method of link building for a website, this is going to be picked up easily by search engines and reduce your chances of ranking effectively.

Given time, the right changes on page to a website and the right links, search engine optimisation can deliver traffic and conversions to a website – but trying to rush this and build too quickly can be counter productive, and not only could it leave you with a website where is was in the first place – it could actually be penalised.

In short, it’s important not to rush certain phases of a websites SEO work, as time is an important factor in this work, and authority and trust takes time for a website to build.

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This entry was posted on Friday, May 15th, 2009 at 10:15 am. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.