Giles Designs goal is improving the volume and quality of traffic to a web site from search engines via "organic" search results. The work to be performed mainly comprises changes to the website content and HTML code. Because effective SEO may require changes to the HTML code, SEO aspects are incorporated for all our projects during the web site development and design phases.

We don't engage in what is called "black hat SEO" or "Spamdexing". Methods that we consider being part of it are mainly the creation of link farms, keyword stuffing and cloaking.

We only engage in techniques that search engines recommend with the goal of producing long lasting results. Basically my approach can be summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose.

What we also tell our clients is that more search engine referrals does not guarantee more sales. SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies may be a better fit. Most of my internet marketing campaigns aim to increase organic traffic, but also involve the use of paid advertising on search engines and industry relevant pages. The primary goal of organic SEO is to build high quality web pages that engage and persuade website visitors.

Organic SEO generates a return on investment in most cases, however, search engines change their algorithms periodically, and there are no guarantees of continued website traffic. Due to this situation, it is considered wise business practice for website owners to work on additional marketing strategies that are not related to search engines.