As Google says "no one can guarantee a #1 ranking on Google, so beware of SEOs that claim to guarantee rankings". If that is the case,

why is SEO optimisation so popular?

why companies spend time and money in creating SEO strategies and making their websites SEO friendly?

Despite what you may have heard, it's really not rocket science to achieve a good site ranking in Search Engines such as Google, Yahoo and others.  They use a few fairly intuitive and structured rules to determine whether a site should be pushed up the results list.  It is just a matter of knowing those rules and executing the right tasks to effectively optimise your site, so it ranks better. Here is a high level description which outlines the 3 most important parts of a good Search Engine Optimisation strategy:

1. Structure

Your site needs to be built in a "Search Engine Friendly" manner, before it is even possible for the site to be found by the search engines.  There are a number of technical rules that must be adhered to.  This is the basic foundation - Search Engines such as Google need to be able to index your site in order for it to appear in Google at all.

2. Content

Any search engine, whether it's Google or Yahoo tends to seek out websites that offer authoritative content to information hungry users. Search engines know that when someone types a phrase into their search, they are looking for information and want to return the result that will most likely answer the searchers question. Google recognises this as a sign of authority, and will rank it accordingly. For example, if the site contains lots of good content, they must know what they're talking about!

3. Links

Google introduced the "Page Rank" concept, which is an indication of how many other sites link to any page in your website. The theory is that a site will link to another site if it is considered to be relevant. This means that over time, if your site has relevant content for other websites it should collect a large number of in-bound links.  The more quality in-bound links, the higher the page rank, the more authoritative the site is considered.

So what is our approach?

The first thing you have to consider is that SEO may take time, so patience is of utmost importance.  The trick is to be able to implement this process in the most efficient way possible. We can help your business to understand how to do this, and take a consultative approach to ensure the best possible outcome in the search engines.