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First steps to making your website more search-engine friendly

16th May 2013

SEO, or search engine optimisation, is an internet marketing strategy that involves improving the volume and quality of traffic to a website via search engines. In general, the more frequently and the higher up a webpage appears in search engine results, the more visitors that page will receive.

Optimising a website for SEO has two main considerations: what users search for and what search engines reward.

Why is SEO important?

A website without visitors is like a shop without customers. And because most websites generate the majority of their traffic through organic search queries, it makes sense to focus on improving your rankings in search engines.

Getting started with SEO

What is a keyword?

In SEO, a keyword is a search query that a user enters into a search engine. Websites and webpages can be optimised for keywords. So, for example, if lots of users are searching for “red top hats”, and you are offering these hats, it makes sense to optimise your website for this keyword so that you are more likely to appear high up in the search results.

How do you choose keywords to optimise for?

There are several factors to consider when choosing target keywords. The main ones are:

  • Are people searching for this term? There’s little point in optimising your site for “red top hats” if users are actually searching for “crimson high hats”, for example. Search patterns change over time, so it’s important to revaluate your target keywords regularly.
  • What is the competition like for the keyword? It’s unlikely that your webpage could rank for terms like “hats” because there is a lot of competition for such keywords.
  • Will the keyword bring in quality traffic? There’s little point in targeting low relevance keywords as this will draw in traffic who aren’t interested in the products.

What should you do with the target keywords?

Once you have selected target keywords, you can begin to optimise the relevant webpages for them. This will be described in the next blog post!

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on 16th May 2013