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Listed below are the most basic rules to follow for SEO purposes. We recommend that you follow these simple rules for each page of your web site.
- Search engines feed on keywords, these are the phrases that users type in when they are looking for a web site about a specific topic. It is important that you research what keywords or phrases are being used by your potential visitors. Decide what your primary keyword or phrase for each page is, then also have 10-20 secondary keywords.
- Use your primary keyword for your title tag, many web sites do not use this function properly. The title of the page is what is shown in search engine results and when people bookmark your site. Use the keywords carefully, if your page is about horses but your title is the name of your company K C Willows Ltd, the chances of you being found under your chosen keyword is reduced.
- The meta description is what comes under the main title (usually in bold) in search engine results. The is affectively a short summary of your site or page and a great opportunity for you to reaffirm your keywords and secondary keywords. It’s main aim should be to tell the visitor what they are likely to find on your site if they click through.
- You may hear people talk about meta keywords, this used to be an important part of SEO and an opportunity to solidify your primary and secondary keywords. Unfortunately, meta keywords were open to abuse (known as keyword stuffing), so most of the major search engines pay little attention to them now.
- There are two types of search engine optimisation, on page and off page. On page optimisation means using headlines to introduce your content, using bullet points correctly and generally making good use of paragraphs etc. If you use images on your site, ensure that these pictures are named, ideally as one of your main keywords.
- We have already mentioned the importance of creating unique content. It is so important that we have to mention it again. If you pay a copywriter, do not be afraid to check their work via www.copyscape.com and insist on guarantees that their work is original. If you have an ecommerce site and sell similar products to other sites, take the time to make sure your product descriptions are different.
- Think about your keywords and make sure they are included as part of the content, being careful not to over do it. Too many keywords on a site can look bad and be perceived as keyword stuffing.
- Unless you are using it as an example, we recommend that you stay away from “text speak”. It is not unusal for this type of writing to be used on some of the more popular social networking sites, however it is not good as search engine fodder.
- Work hard to ensure that spelling and grammar are correct and in order, if you’re writing yourself then take time out before proof reading, as it is easy to go word blind when you have been working on a document for a while.
- Do not be fooled by the kind offers of unknown companies to submit your site URL to directories on behalf of payment. The basic premise of this is that the more links you have the greater your site will rank in the search engines. This is not true, it does count to some degree, however hundreds of links from useless directories that no one visits will not help you.
- Similarly, be wary of who you exchange links with. Historically, exchanging links used to add to your search engine juice, not any more. Some senior Google staff have gone as far as hinting that there are no benefits at all from recipricol links.
- Do not buy links unless they are for advertising purposes and traffic generation purposes only. Buying links for SEO purposes is no longer valid and a waste of your money.