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SEO: The limits of search engine technology

Using search engine optimisation (SEO) is the best and pretty much the only way aside from pay per click (PPC) to get your website seen in search results however, search engines are far from perfect which can often make the process a little more complicated.

We take a look at some of the limitations SEO technology has and how you can work around them to make the best of a bad situation without breaking those all so important SEO rules and regulations.

Issues with SEO Crawling
There are lots of things crawlers don’t like which include the following:

• Online forms: search engines are not great at completing online forms, mainly because they don’t have the information to complete the boxes…however, this does cause one fatal problem, if the crawler can’t get through to the pages after the log in page the information you have provided within these sections will not be visible or searchable.

• Duplicate pages: Websites using a content management system (CMS) often create duplicate versions of the same page, this causes problems for SEO crawlers which are looking for completely unique information which is totally original.

• Content formats: Although SEO crawlers are becoming more and more complex, there is still flaws in the way that they can read rich media formatted content such as images and videos. This include flash files, images, videos, plug-in content and of course photographs.

Issues matching queries and content
Some areas to consider are as follows:

• Uncommon search terms: Creating content which doesn’t match up to search terms used by people using tools such as Google and Bing. When writing content you need to use words and phrases which you audience is likely to use. Remember to include the way someone would say something so that voice searches can also be picked up.

• Internationalisation subtleties: Make sure that you are using the correct spellings and phrases which your audience would be using. For example, if you’re advertising your products and services to a UK market use ‘colour’ instead of ‘color’.

• Location targets: Make sure that if you are understanding your audience correctly you localise your website to the correct place. This could go by regions, cities or even countries – make sure you use Google Analytics to see where your main source of traffic is coming from while also consulting your sales figures and where your items are likely being purchased from.

 

The points above are just elements of SEO to be aware of. Once you have learned how to make SEO work for you and your business you will be able to add other technical and relevant information to your website. This will then allow you to start building a better site overall.

You can’t just build the perfect website by creating perfect content unfortunately you must also get that information seen by frequent visitors which increase website traffic and you also need to rely on other people engaging with your content to ensure its seen by SEO crawlers as reliable and relevant.

If you want to know more about how SEO can positively impact your business get it touch here today.

Author: Lisa Scott

Lisa works alongside the team to provide social media management, copywriting, training assistance and general account management for onefoursix and their clients.

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