Search Engine Optimisation is the process of changing your website, both onsite and offsite, to achieve higher organic Search Engine Ranking Placements. If you want your website to appear higher up in the search engines when people search for something related to your company you need to have a Search Engine Optimised site.
There are different techniques for Search Engine Optimisation (SEO), known as white hat and black hat. We will be looking at the white hat ones here, please don't get caught up in Black Hat techniques - it can get your site banned by the search engines!
For Search Engine Optimisation there are 3 main areas onsite that can be worked on. These are examining the underlying source code of the website; keyword analysis; developing the content of the website.
SEO and the Underlying Source Code
What you need to ensure, for good seo, is that you are making use of all code to its full capability. Ensure that you are correctly using the Title and Meta tags. Keywords that you wish to target should b included in your H1 Tags, make sure all of your images have Search Engine Optimised Alt tags and run your site through the W3C Validator.
SEO and Keyword Analysis
To ensure a good organic ranking on the search engines you need to find out what people are searching for. There are a couple of good tools on the web, and your hosting provider should provide stats which show how people found you in the search engines. You can also analyse your competition. Perform some searches and see which competition pops up. You can then look at their site and compare how it differs to your.
SEO and Your Content
What you need to do, is alter your content so that it is keyword rich and therefore Search Engine Optimised for your chosen keywords. But your content must be readable by both the search engines and by humans; after all you dont want to get lots of visitors to your site, only for them to leave when they find the content is not readable. Make sure your keywords are in your titles and headers and try to get them in your body text as close to the top of the page as possible.
As a rule Search Engine Optimisation should be part of the Internet marketing strategy for all businesses that have a website promoting themselves, their services or their products. Whilst Pay Per Click (PPC) is a good idea to get new campaigns started, research shows that for every single click on a PPC result, there are 8 clicks on organic listings. Doesnt it make sense to optimise your website to take your share of these clicks rather than relying on paying to get potential customers to your website, and if you are not comfortable doing it yourself, or maybe you dont have the time, use a professional seo company.
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