adaliabooks: I know you mentioned earlier working with SEO stuff, if you've got the time and inclination I would love a kind of basic guide to SEO as I've never quite been able to grasp how to apply SEO when building websites and most of the websites that come up when you search seem to be trying to sell you things rather than teach you...
First off: When I say search enigne optimization, I mean Google optimization. I build my websites for the German market and Google search has more than 90% market share in Germany.
The main reason why no one tells you anything about SEO is, that there's no
Big Secret. There's no "
Do this and you'll get that." stuff. SEO is a collection of a lot of stuff you can do and a lot of stuff that
you can't do (you can try to fake it, but... say bye to your ranking if you get caught). So... Knowing the basics is exactly all you need to know about SEO (if you don't want to compete in markets like private health care, credit cards, or other billion dollar businesses). Trends and tricks come and go, but the basics are the basics and will always stay. And they're something that you can learn directly from Google. They have a very useful
Search Engine Optimization Starter Guide. Everything else is about the content and users of your website. And that's nothing that a SEO agency could change.
One of the most important things about SEO - and that is really hard to fake - is to have users who like your site. How does Google know if people like your site? Well... People do share everything on Facebook. Your site gets mentioned there a lot? People like your site! The same goes for forums, blogs and comments. And Google observes how users react to your site when accessed through their SERPS (search engine results pages - the stuff you see after doing a search ;P). If someone clicks your site in the SERPS and returns to Google to click the next result after only a few seconds, your site wasn't relevant to him. If this happens a lot, you'll lose some positions with this keyword. But if someone stays on your site very long (compared to the other sites listed together with you) and even navigates to other pages of your website, then Google thinks that the user likes your site and finds it relevant to his search query. This is one of the most important (if not THE most important) factors, because you'll have a really hard time to fake a few hundred "happy users" a day. Especially since Google knows your IPs and cookies...
Now you'll only have to learn how to write (define and use keywords - see Google's guide from above) and how to arrange your content to keep people on your website for as long as possible. You'll have to learn how to balance search engine optimization (get users to stay on your site and to navigate a couple of other pages on your site) and user experience optimization (don't spread the information over too many pages just to satisfy Google!). A good way for me is to give a short overview on the entry page and more detailed information on a couple of subpages. To give a short example: You have a website with an overview about... gaming events (fairs, e-sport tournaments, etc.). When you enter the page, you list all the event names, the dates and the
cities where they are. If you click the event, you get a page with
all the information about the event. The exact time, the exact adress, where to get tickets, etc. On this page you can link to some general information about the city (you build this page once and can reuse it for every event in this city) that could be relevant for your users. Hotels (maybe you want to sleep somewhere), possibilities for park and ride (some people don't want to drive around in foreign cities), restaurants and other stuff that could be of interest. That's a lot of information (user stays on your site while reading) arranged in a logical structure (not torn apart for SEO reasons) over three pages (animating users to browse your site). It "forces" your users to do what Google sees as a signal that they like your site and it gives your users a lot of information.
Finding the balance there is the most difficult part about SEO. If your site's good, people will start to share it in Facebook (and elsewhere) and do your off page optimization (something that shouldn't be your business anyway, if you ask Google) for you. The rest is just technical stuff like clean and
semantic use of HTML (HTML5 is awesome for that!), mobile-friendly layouts (no 12px font, enough room between links, light weight code), good server speed and so on.
If you stay clean (no SEO "tricks"), you'll not have to worry about algorithm updates. Google isn't stupid anymore. They'll notice if you change things on your website whenever webmaster forums fear the end of the world (which happens with every single algorithm update). Just keep your site clean with good and semantic code, create good content, think about good keywords (use them in your text) and try to make users stay on your site. Avoid webmasters who want to trade backlinks, don't spam around and be careful with any SEO tricks.
Content is king.