To understand how to build and maintain good search engine ranking you have to go back to principles of usability.
Search engines filter out information overload
In response to growing information overload, the search engines have developed increasingly sophisticated algorithms in an attempt to present users with a short list of the sites which offer the best content related to their enquiry.
Search engines algorithms actively filter out efforts to attempt to boost website ranking through spamming techniques such as:
- use of keywords in the meta tags that are not reflected in the page content
- creating multiple pages with virtually identical content
- automatically generated doorway pages which contain little user oriented content.
What search engines are looking for
There is endless discussion in SEO chat forums about how to keep one step ahead of the latest changes in search engine algorithms.
Fen Digital takes a longer term view that has developed out of our background in user experience planning. We have maintained consistently high search rankings for our clients because we plan information around users’ requirements.
We focus on creating clusters of rich content, which are structured according to best practice information architecture principles.
“What is good for users is well regarded by search engines”.
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Our usability credentials
John Waddington, founder of Fen Digital is one of the UK’s most respected information architects, with a client list that has ranged from the European Central Bank to the Cabinet Office.
From the early days of the web’s development, he has been a strong advocate of user-centred planning.
 why usability is so important
Download our best practice guides
We have written two guides advocating a wider approach to optimising websites than simply focusing on search engine performance. You can download these here as PDFs:
 website optimisation, a wider view
optimising user experience
Advice on usability and SEO
For further advice:
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