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It’s not the easiest of tasks to take on a project for search engine optimisation on an existing website. Especially if it an old site built in tables with inline styling, or is wrapped up in a content-managed system that doesn’t allow for too much optimisation.

That said, it can be done, and quite successfully with appropriate and realistic targets.

But, the best time to think about search optimisation for your website is before you actually start to design and build it. If you can analyse what you want from your website and where you may get it, you have a better chance of achieving your goal.

In fact, so many websites are built without an end goal in sight to start with so if you don’t know where you are going, how you gonna get there?

A realistic SEO strategy starts at home - and you have complete control. It’s not the reciprical links and where you may temporarily sit on a search engine page that count, it’s about building a sustainable website that can grow and become stronger and stronger.

That starts with content. And, that’s where most people fall down: Creating stuff worth reading and creating an worthwhile experience for the user. All the linking tactics in the world may deliver you traffic (relevant or not) but what does someone do when they get to your website. On-site optimisation is just as, if not more, important that getting the traffic in the first place.

Sticking with the shop analogy of my last post it’s like creating the best possible advert in your local paper for your shop. The advert draws the crowd in and when they get there - there’s not much stock and what you do have on your shelves can be found in the shop next door.