Principles of Search Engine Optimization
Your website is either an online brochure advertising your business to potential clients or a total ecommerce solution which is putting what could have once been a static shop on your local towns high street on to the world wide super highway. Where we come in to the equation is simple, if you have a fabulous shop somewhere in the back streets of Highlands Ranch and nobody knows it is there your business will suffer and more than likely close.
However if you were to transfer that business to Oxford Street in the heart of London you will thrive beyond belief. The reason is simple TRAFFIC; if the shop is receiving visitors you have a good chance that you will convert some of those visitors into sales.
Without the traffic there wont be any sales, so in essence with all the best will in the world if your site is not optimized you wont get the traffic unless you do other forms of high media advertising such as television or radio. Google currently have the largest ever market share for all online searches so this is where your focus should be and looking for the right search terms for your industry is where we will start the SEO campaign.
The first of my principles of Search Engine Optimization is to include Meta tags for the title, description and keywords. Many optimizers will rightly tell you that Google no longer uses the description and keyword tags; however Google only accounts for about 66% of world searches, so rather than leaving yourself blind to the other engines, just put them in.
Secondly do include alt image tags that include your sites title and whenever possible your keywords. Google cant read an image, yet want to know what is occupying the space where the image is. So tell Google what it wants to know and that is that the sites images are related to pages they are on. Do write good content of at least 150 words, preferably more. It appears to be a fact that Google likes at least 125 words or more. I know that some sites rank high with very few words, however these sites are backed up by thousands of relevant links. Make sure your keywords do not make up more than 7% of your content otherwise Google will think you are spamming and your position in the search results will drop accordingly. Content, as the term suggests, is king, use it well and your site will benefit.
Do make sure that your keywords are placed throughout your content and not bunched up in just one area of the page. Try to make the terms fit into the text naturally. Forcing a keyword into a sentence can make it hard to read the sentence and with recent development in technology, Google will soon be able to tell when a sentence is not as it should be.
It is also important to bold your keywords, preferably just at the start and end of your text and not all the way through it. This tells Google that these words are important and need special attention.
Do make sure your site is linked to from related and clear sites, this is important as it shows Google you are an authority and any sites that link to you are in effect voting for you. Clear sites are those housed without sites such as gaming or adult sites, these can have an adverse effect on your ranking.
Keeping to these very basic principles of search engine optimization will give you some great results.
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