If you want to make biscuits, you generally look up a recipe, go out and buy the ingredients, follow the instructions carefully and, hopefully, end up with a batch of biscuits just like everyone else. They’ll probably be okay, but they won’t take any prizes unless you’re an experienced baker. If you’ve never made biscuits before, you’re lucky if you end up with something edible.
Personally, I like to experiment when slinging a batch of biscuits together. I throw in what I feel like at the time, take a hammer to a slab of chocolate (it tastes better that way, better chunks) and end up with a sweet treat that’s more suited to my appetite.
You should be doing the same with your SEO.
Search engine optimisation is something that needs to be tailored to each individual site. This is one of the reasons it pays to get a reputable optimisation company on board from the outset. The range of techniques used, and the way you use them, have to suit the little kinks and quirks of your business. This isn’t an easy concept to grasp and, in fact, people just dipping their toe in the water of SEO have difficulty getting around it.
Of course, there is a basic recipe that you have to follow to some extent. If you completely ignore it, you won’t end up with biscuits, or a good ranking, whichever you may be aiming for at the time. But applying some of your own tastes, aims and knowledge along the way makes a huge difference.
Now excuse me, I’m off to get a biscuit.