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Tel: 01454 852414 |
| Selecting
The Right Key Phrases Google states that “The best way to ensure that your site returns your preferred keywords is to include them on your pages.” Including them in many elements of the pages can help your page to be returned as a relevant result to a query in Google. Picking the right key phrases that you want your pages to be found for is highly important in terms of bringing visitors to your web pages in the required numbers who are more likely to become enquirers, subscribers or customers. Keyword choices can be based on a number of criteria including: • What your products, services and brands
are Keyword
Selector software systems are available, and they can identify which
key phrases and keywords are actually being searched for in some
search engines at the moment. This can take the guesswork out of
selecting the keywords that can work for you. |
| Document
Titles The document title is the text within the <title>…</title> in the html code of your web page. Using your main key phrase in the document title could essential for achieving a good ranking in Google.co.uk (pages from the UK) for particular key phrases. Example: <title>Your web page title</title> In an IE browser - go
to 'view, 'source', and look withing the <head></head>
tags at the top of the notepad page. Look for the text within the
<title></title> tags. This is usually the first part
of the page that search engines read. |
| Link
Popularity Getting
lots of quality incoming links will help the ranking of your web
pages in Google. This is because at the very heart of the way Google
uses its software for site positioning is PageRank™. It is
named after a system developed by Google founders Larry Page and
Sergey Brin. PageRank™ is in essence a measure of how ‘important’
a web page is considered to be, depending among other things upon
how may links there are into that page form other pages, and how
‘important’ the pages linking to your page are in themselves.
The ranking goes from 1 to 10, 10 being highest. In reality it is
very unlikely that a web page can achieve a 10 ranking – Google’s
own home page only has a PageRank™ of 8. It would be realistic
to expect that with time and effort your web page could achieve
a PageRank™ of between 0 and 4. |
| Link
Quality – Inbound Link Text
The relevance of the linking page and the link text used in linking to your site (the anchor text) are very important factors in deciding the quality of a link. For example if the link text on a page linking to your web page included the main keywords in the actual blue link rather than “click here”, this would be much more relevant to the page it’s linking to, and would improve the quality of the link. You should also vary (within the same theme) the keywords in inbound link anchor text i.e. use different but related keywords. This is because Google may suspect that you have an unnatural linking pattern if all incoming link texts are the same, and your page rankings in Google may be lowered as a result. Getting links from directories is only useful if the directories are good quality i.e. are useful ones to users. Blogs may be a good way to get incoming links, and they offer the benefit of control over what appears in the incoming link text / anchor text. Submitting articles to article directories with links back to your pages can also be helpful if the article directories themselves are good quality and provide a good user experience. Here are some examples of (free) article websites that may work in this case: http://www.articlealley.com/ Providing plenty of interesting and new value adding content to your own pages can make other web users link to your pages, and provide relevant, good quality incoming links in the most natural way, which is what Google is most likely to prefer. Often links can be provided from sister sites or maybe even micro-sites. Again these links should be useful to users of both sites. Although Google accepts that the buying and selling of links goes on as part of the normal web economy, it recognises that links purchased just to pass PageRank, and links that disregard the quality of the link, and links that are just bought to manipulate search results are a bad idea, and could have a negative impact. The quality and reputation of the web pages that link to your site is very important to the search engines. Building up good incoming links in the real world is not easy, does take time, but the quality of links is really important. |
| Body
Text
The body text is the text on your web page that can be seen by people in their web browsers. It does not include HTML commands, comments, etc. Search engines cannot read pictures or Flash movies, but can read and do use body text to index, categorise, and return search query results. Information Google recommends that you create a useful, information-rich site. Fresh, continuously updated content is one of the best ways to ensure that search engines and visitors return to your web site. It is important for Google to have enough body text to enable it to index and categorise the page correctly. Google generally seems to work on over 100 words per page, and tends to work well on 300 to 400 words per page. Keywords Google friendly body text should not have keywords ‘stuffed’ into it wherever possible, but there is really no optimal "keyword density." The best results can actually be achieved by simply writing naturally and clearly. Including your chosen preferred key phrases in the body text is necessary in order for your page to be found in the Google natural listings for those phrases. |
Google Resources
Information
on how to use ‘Top Search Queries. |
| Special Feature: Micro-sites |
| Micro-sites are
a cost effective method of producing additional traffic. The micro-site
content focuses around a variety of keywords, to work in tandem with
existing websites with the aim of increasing overall traffic.
For example, an appropriate method of implementing
micro-sites for INS would be to create a micro-site(s) based around
specific key phrases i.e. name of specific or best selling services,
using the main key phrase in the domain name. As with all pages, getting some good quality incoming
links to the microsite pages can help their PageRank and search
engine rankings. |
