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Introducing SEO

Solution

Search Engine Optimisation is a process that makes a website more visible to search engines.

This process encompasses technical aspects, page content and back link building.

The basic principle is very simple, although the complexities and ever-changing search engine algorithms make SEO a huge subject.

Having said that there's plenty of SEO that the average person can do to ensure good rankings.

Let's start by gaining an understanding of what search engines are looking for.

Google's entire business model is based on high quality search returns; that is listing information rich web pages that are relevant to what the person searching has entered.

What makes a web page "high quality" is text that matches the phrase the searcher entered, in addition it tends to be pages that have lots of text - this is why Wikipedia tends to rank very highly: it's information rich.

So you need to enter lots of text that is relevant to your product or service on your web pages so that Google et al can see that there's plenty of information on the site. The text should include a few key search phrases that your customers may type into the Google search box and, most importantly, it should be original NOT copied and pasted from another site. Remember that Google knows every site and so can tell if you've copied your text from elsewhere. In addition, each page should have different text content even if they contain products that are very similar.

Every page is not created equal; your home page is the most important one to optimise; here's a priority list to follow - optimise in this order:

  1. Home page (also known as the index page)
  2. Category and information pages (the ones that have visible links in the menu)
  3. Sub-category and secondary linked info pages
  4. Product pages

The reason for that order is that the home page exists at the "root" of your domain; that is, there is no trailing page name it is just your domain name. Each click away from your home page reduces the apparent importance to the search engine robot (sometimes called spiders).

Think of it like this; if your home page value is 100% then a category page (1 click) is worth 50%. The next click to a product page (2 clicks from the home page) is worth 50% of the category page making it worth only 25% of the home page. This is why sites with flat structures, ie low clicks to find things tend to achieve higher ranking product pages than those with sub-categories and sub-sub-categories.

Each page should have individual and unique Title tags, Meta Descriptions and visible text content. Meta keywords are virtually irrelevant because support for them by the major search engines was dropped in 2002; however, they are a good place to add misspellings and alternative words and phrases that you want to be indexed but don't want displayed on your pages.

Don't forget that alt tags on images also add to your SEO so it's well worthwhile putting key phrases relevant to what a searcher may be entering.

 

 
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Article details

Article ID: 4

Category: SEO and Web Marketing

Date added: 2012-06-10 18:29:36

Views: 656

Rating (Votes): Article rated 4.0/5.0 (68)

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