In reading a report on how poorly New Zealand sites score for findability – or search engine optimisation – I realised that the same is true of UK/Irish sites.
The US leads the way in developing "optimization" techniques – largely by methods of trial-and-error, and by reverse-engineering the black box that is Google’s ranking algorithm.
It will be at least 18 months before the rest of the world catches up.
Meanwhile, it can be difficult to persuade businesses in Ireland and the UK of the need for “natural” optimisation (i.e. not using adwords, contextual ads or similar pay-per-click techniques).
For example, I recently spoke to the owner manager of a well known Irish company, with offices each of the major cities. Let’s just say his product is “widgets”. His site doesn’t show up in the top 500 hundred Google results for the 25 most obvious searches relevant to his company's site – for example: “widgets Ireland”, “widgets Dublin”, etc.
But here’s the rub: he told me that he was paying a search engine optimisation/findability company a handsome sum -- per quarter!
Ahem. For more details on my search engine optimisation services, visit the findability page on my business site.
UPDATE: Since first writing this article, I have published a search engine optimisation book, which you can download from my internet consulting website!
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