Professional boxers during a box match.

Creating a website that is easily discoverable and also powered by great content poses a unique problem to any business: how do you provide a great web experience whilst ensuring your site gets discovered without resorting to underhanded tactics?

SEO (Search Engine Optimisation) terminology is vital in helping any business get discovered, but it’s also important to remain innovative and free-thinking in your approach to website content, building the best experience possible for your audience without being burned by Google-friendly terminology. We rely on being discovered through search engines like every other business, and in this article we aim to give you an insight into our approach to writing for web, as well as highlighting some of the challenges and dispelling some of the myths surrounding the ever-elusive art of SEO.

Every business wants to be discovered: fresh eyes on a company’s website can lead to new conversations, new relationships and – most importantly – to new business. There’s plenty of documentation online around how to be discovered on SERPs (Search Engine Results Pages) and this has lead to lots of organisations utilising smart SEO, as Google remains key in getting discovered, whoever you are.

SEO has also lead to many difficult-to-navigate websites however; these sites are stuffed to bursting point with Google-friendly keywords that the creators hope will get them noticed, creating a poor user experience and ironically causing SERPs to become less relevant in their results. Many companies are climbing to the top of search engines via keyword stuffing their sites with synonyms and search terms they know people are looking for, utilising what’s known as Black Hat tactics – SEO techniques forbidden by Google – whilst brands who focus on creating a great user experience with accurate, restrained copy aren’t always as highly-ranked.

Regressive Black Hat ‘optimisation’ presents us with high-ranking websites that are heavy on keywords and light on meaningful content. As a brand and web design agency in Bristol it’s important that we use the key terms ‘brand and web design agency in Bristol’ to highlight that we’re a brand and web design agency in Bristol as there are lots of brand and web design agencies in Bristol, but repeatedly mentioning that we’re a brand and web design agency in Bristol doesn’t make for a great user experience – as I’m sure you’ve just discovered!

Green Chameleon’s approach to ensure that both we and our clients get discovered is to create awesome content that informs and amazes audiences, alongside UX and UI design which provide a functional and enjoyable user-flow. Luckily, Google agrees that a website’s focus should be on human interaction and usefulness, as opposed to cramming in terminology that may or may not help them be discovered (and certainly won’t help anyone visiting the site) and tries to rank appropriately. We can also hope that increased policing by Google to combat Black Hat techniques – including penalising these site’s rankings – will prevent web designers succumbing to keyword stuffing and create a fairer playing field to ensure that powerful content is ranked as highly as it deserves to be.

Green Chameleon believe that, ultimately, beautiful websites with enjoyable user experience and carefully written copy will triumph over cheaply-stuffed sites and create lasting relationships with your audience. Creating engaging and unique content – with the correct copy behind it – has worked wonders for IAT and Open Colleges, as you’ll see below (click the links to explore):

Inside Asia Tours – Step Inside 


Open Colleges – Interactive Brain

Open Colleges Brain Map

By focussing on what we and our clients are passionate about and creating brilliant brand experiences, we plan to help users find worthwhile content they’ll love whilst ensuring great businesses are easily found. If you need help getting discovered and want to craft an unforgettable experience for your audience, get in touch.

To find out more about how content remains king, read this insightful article from our Marketing Manager Alex.