Before we can adequately describe the role of Google SEO Consultants, the terminology associated with search engine optimisation (SEO) needs to be defined.
As most internet users know, Google is the best known and most used internet search engine on the planet. Founded in 1998 by two graduate students from Stanford University, Google is now used to carry out around 75 percent of all web searches. Its market share varies between countries, from around 85 percent in Western Europe, 40 percent in the USA and Japan where Yahoo has a strong presence, to less than 10 percent in China where Baidu is the market leading search engine. In order to be successful, a website needs to be high in the search engine rankings, particularly in Google’s rankings as a result of its dominant position.
Search Engine Optimisation:
Search engine optimisation (or optimization) is the technique whereby a webmaster optimises the structure of web pages so that they appear high in a search engine’s rankings.
Search engines operate ‘crawler’ programs that search for web pages across the internet and index the links between them. The search engines use complex algorithms to calculate the popularity of pages in order to create the all important rankings that are displayed when a user makes a search using Google or one of its competitors.
Emergence of the SEO Consultant
When search engines first appeared in the mid 1990s, webmasters could simply submit web page URLs (addresses) to the search engines, so that their websites would appear in the search engine listings. The early search engine algorithms used meta tag keywords included in web pages to calculate their rankings. Website creators quickly realised that carefully chosen meta tags could increase their search engine rankings. This use (and abuse) of meta tags led to the concept of search engine optimization, a term first used in 1996. In addition to the abuse of meta tags, unscrupulous webmasters have also attempted to improve their rankings by linking their websites to an increasing number of other sites, many of them bogus. To counteract the increasing manipulation of search engine rankings, search engine operators were forced to refine their algorithms, a process that continues to this day.
Google SEO Consultants
Research has shown that intelligent web design can significantly increase traffic to your website and that the services of a leading Google SEO consultancy can help increase your ROI.
Because of Google’s dominance in the search engine market, many website owners consider employing Google SEO consultants to improve the PageRank (Google’s web page ranking system) of their websites. The leading search engine providers are understandably secretive about the algorithms that they use because of the importance of the rankings to website owners. This is where the expertise of a skilled Google SEO consultant can really make a quantifiable difference to your website.
Google SEO Techniques
Search engine optimisation techniques used by Google SEO consultants can be broadly characterised into two types, White Hat and Black Hat – remember the old Western films!
White Hat SEO
SEO consultants who optimise websites using White Hat methods are unlikely to cause antipathy with Google and the other search engine operators. White Hat SEO follows search engine operators’ rules and aims to provide good rankings on a long term basis using legitimate SEO practices.
Black Hat SEO
The aim of Google SEO consultants who employ Black Hat methods is to increase websites’ PageRank by using techniques designed to deceive the search engine algorithms. This may result in short term improvements in rankings but could increase the risk of websites being de-listed by Google for using dishonest practices to manipulate the rankings.
SEO Consultants Relationships with Google
Google does not directly endorse SEO consultants, so consultants’ marketing claims regarding their relationship with Google should always be viewed with that fact in mind. Nevertheless, any reputable Google SEO consultant should be able to improve the ranking of a website without incurring the wrath of Google.