Search Engine Optimisation

Summary / Quick Tips

Use you chosen keywords wisely on your web pages.

  • Remember to spell check your content.
  • Use keywords in places that search engines place the most value such as titles, headings etc.
  • Don't go too far! Make sure your content reads well otherwise vistors will be less likely to convert to customers.
  • Write interesting articles or blog postings. They can be easier to optimise and can include links back to your main web pages.

Optimisation Considerations

Now you have your list of keywords and phrases, you need to optimise each of your web pages. You will likely optimise different pages for different keywords.

Don't waste time optimising pages that you don't expect search engines to pass visitors to directly, such as terms and conditions pages, or your checkout pages.

Don't forget to spell check all your content. It would be a shame to loose users after all this hard work because you misspelled your keywords.

SEO Checklist

Search engines consider your keywords to hold more "weight" when they are used in certain places on your page. Use our SEO checklist to help you optimise effectively.

  • Page Titles (<title> HTML tag). The page title appears in the top title bar of your browser window and describes what your page is about. It is important that every page on your website has a different title to emphasise that you are not duplicating content. Words used here carry a lot of weight. The title is usually used as the heading in search results so make sure it reads well and draws the user in.
  • Headings (<h1>, <h2> etc. HTML tags). Headings also hold weight because they provide the context for your page.
  • Meta Description (<meta name='description' HTML tag) The Meta Description is hidden text on a web page. It's purpose is to suggest a description that search engines should show when the page is listed in results. Make sure that this is unique for each page and concisely gives the user a reason to visit your web page.
  • Links (<a> HTML tag). Try to use your keywords when you have links between your pages. If your keywords are "SEO tips" a link should be "View our SEO tips" not "Click here to view our SEO tips".
  • URL. This is the text you key in to the web address bar to visit a website. This isn't always the easiest place to get your keywords, but it can help because the search engine assumes it is describing the content.
  • Body Text Your content should be readable and relevant to your audience, include keywords within this multiple times but don't repeat them too often because search engines will see this as spam rather than relevant content and may push you further down the results. If it feels natural when you read the page you are probably OK. If you can spot the keywords a mile off you are probably going too far!

It's not always easy to fit all the keywords you would like in to a page without compromising it's design or readability. Remember that the user is more important than the search engine. If your website ranks well but provides a poor user experience you are unlikely to convert your visitors to customers.

Consider writing additional content in articles or blog postings. It is often easier to optimise their text heavy content and then link back to your well presented website to sell your products or services.

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