Beermat Club:
Ask Mike
A series of well-understood techniques, not a ‘black art’
Q. I am business development manager for www.fivestarshoppingonline.com, an internet shopping search service. The success of websites like ours rests firmly with the search engine optimisation specialist, but it seems one almost has to become an expert in this area before you can assess the suitability of one provider or another. What is the best way of finding a technical expert like this? What are the red flags that we should be aware of? Mark Oxlade, www.fivestarshoppingonline.com.
A. Search engine optimisation is not a “black art”, but a series of well-understood techniques, which can be understood by everyone.
Of course, the way search engines work is constantly being improved, so website developers need to keep abreast of new developments, as in any business.
That being said, there is no reason why you should have to worry about the detail of search engine optimisation, no more than you need to have all the technical skills of any of your suppliers.
You would not expect to have the skills of a builder or an accountant when talking to them about supplying their services.
The main problem is that most web designers are technicians rather than sales or marketing people and cannot prevent themselves from making a relatively simple subject seem very difficult to outsiders.
The solution is the same as for a builder or an accountant. You ask around your network first, to see who comes recommended.
Then you take up references, with a very simple deliverable – can they prove that they radically improved the page rank of their client?
Search engine optimisation is a service like any other – the more you pay, the more you get – so you need to allocate a budget.
A good supplier will offer “Gold”, “Silver” and “Bronze” options, with appropriate pricing. Always start with “Bronze” and check the result before looking at “Silver”. I asked Simon Graham of MWA Design, who is not strictly an expert in this area but who has developed our website.
Firstly, he suggests that you get other websites to link to you, especially top websites related to your field. Google will rank you higher the more relevant sites that link to you and it will also help Google work out what you do. You should always be friendly and link back to them.
He also suggests that you visit www.searchenginewatch.com. It will give you a solid introduction so that you understand what the technical people are talking about.
Finally, be very suspicious indeed of anyone who says they will get you to the top of Google for £30. The likelihood is that they probably can’t.
Mike Southon, co-author of The Beermat Entrepreneur and Sales on a Beermat
First published in the Financial Times: 7th November 2006