Search Engine Optimisation

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Over the past few months, search engine optimisation (SO) has become more mainstream, with many companies considering this form of marketing for the first time. The amount of information on the topic of SO has increased dramatically, with many new authors stepping forward to pen guides that explain how to optimise a website. Yet even with this increased awareness, we are amazed by the number of business owners who still believe tweaking titles or adding keywords to Meta tags is all that is needed to increase search engine visibility.


Optimising your page content
So, where do we start? What is the most important change a Webmaster can make to a page in order to improve search engine positioning? To find the answer, we simply go back to the basics , ...... effective keyword research.
When researching your industry, competitors and most requested search terms, you identify the keywords that are the most regularly used by your target audience. You've used them in your optimisation, but their most important use is in the actual page content, the text you display on the pages you are trying to get positioned.


Include your targeted search terms
Many times, we see web sites that fail to mention any of the search terms they are trying to achieve rankings for. They'll have lots of graphics and may also have good levels of text on the page, yet the company still fails to include the exact phrase that is important to them. For example, if you're trying to achieve rankings for the term "desktop computer supplies," make sure your content has that exact phrase present in it. It is of little benefit to say something along the lines of, "The best selection of accessories for your home computer" when trying to target "desktop computer supplies."

While you may pick up points for having text that is on the same theme, you won't achieve your best search engine rankings unless you include liberal occurrences of the exact phrase you are trying to target.


Checking keyword density
Your next question is likely to be "How often should I mention each search term?" A well-optimised page should include at least 200 words of text. Within that text, aim to achieve between 5-15% frequency for the term you are

trying to target. Not sure how to calculate search term frequency? Check out www.searchengineworld.com/cgi-bin/kwda.cgi, a great little tool that will show you the keyword density of each one, two and three word phrases on any page within your web site. Make sure that you place your most important search terms in text located
towards the top of your page and also try not to target more than 5 phrases within any block of text (the more phrases you try to target, the more text you need to achieve a high frequency).

Also look for opportunities to make links out of search terms located within your page text. In the example of "desktop computer supplies," consider making one of the occurrences of this phrase a hyperlink to the most relevant page within your website; it will give you a little push in your ranking efforts.


The Impact of keyword proximity

If you're unable to include the exact phrase within your page text, which can often happen when the targeted search term is not used in the course of normal syntax, try at least to keep the words within close proximity. For example, you could use "Discounted supplies for desktop computers." While it is not as valuable as including the exact phrase, it at least contains the targeted words, albeit in a different order. The search engines, while preferring to display pages that match search terms exactly, have shown a propensity to display web pages that have the targeted words within close proximity.

Search Terms should be Pervasive

While paragraphs of text within your web page offer the best opportunity to include search terms, make sure you don't miss the many other opportunities within your content. For example, look at the text contained within the headings of each page and make sure they contain the most relevant search term for your content. Also, consider the navigation menu that you use and look for instances where you can include a relevant search term. How about the text you use under each product description? we've seen websites where the most dominant two-word phrase on a product page was "Sale Price." Ouch!

As you can see, the text you use on each page is vitally important when trying to achieve better search engine positioning. However, adding keywords to your content is not enough to get your web site to the coveted "#1" position. There are many other factors that need to be considered, including many that don't involve the content on the page, but since we are looking at page content, here are a few quick tips:

Don't bury your keyword-rich content at the bottom of the page. The search engines consider where the text is located on a page when determining your site's relevancy. Google will believe that text pushed to the bottom of your site, in a small font, can't be that relevant to your business.
Don't overdo things. While having no search terms in your text is disastrous, having too many could have an equally negative impact. Stick to your 5-15% frequency.
Remember the user experience. While your SO efforts will help improve your search engine rankings, don't sacrifice the usability of your web site. Ensure that it is easy to navigate and that all of your keyword-rich text still makes sense to the average visitor.

Add one or two targeted search terms to the ALT tags of any image that links to another page within your website. Search engines have shown they consider ALT tag text when the image contains a link to another page.

Don't go overboard with the use of "H1" tags or bolded text. While they can help improve your search engine positioning, less is more.

Walk Before You Run

Hopefully, the above advice will assist you in modifying your most important pages to increase search engine visibility. Search engine optimisation is an ongoing process, and you can drive yourself crazy, if you try to optimise every single aspect of your web site. Simply remember to keep your site relevant and make sure you have covered all the basics before advancing to more complex techniques.