Getting your website found by search engines amid the abundance of competition, yet without resorting to paid-for advertising, requires a particular skill...
SEO keyword research and implementation
And this is where I come in. As a 'webmaster' with many years' experience, I can help your website rise through the search engine rankings by helping you define your search engine optimisation strategy, researching the right keywords for your website and implementing the technical elements of search engine optimisation on each page.
While it may seem complex at first, the principles of search engine optimisation can be simply explained.
Essentially, the primary mission of all search engines like Google, Yahoo, Ask or Bing, is to find the most relevant pages in response to a search by one of their users. There are many elements used by these search engines to determine the relevance of a page, and indeed a whole website. However, at the source of it all is the way the content has been written, i.e the quality of the copywriting, which should provide the right “clues” to draw the attention of the search engines.
How to optimise your website for search engines
Keyword research can be described as a bit of a balancing act. The aim is to identify keywords or key phrases which receive a good number of searches but for which there are fewer competing pages.
For example, trying to rank well for “office design” is very difficult with 1.6 billion page results on google.co.uk for this search term. However, a page optimised for the term “ergonomic workstation”, within a site about office design, is competing with only 667,000 other pages.
Once those keywords are identified – ideally each one of your website pages should have a unique focus keyword or phrase – they can be implemented in the text as well as in the structural elements of the page.
When I work with you, the first step of the process is to identify your overall search objectives. Based on the outcome of this, an initial strategy can be developed and then further refined through keyword research.
Some the questions which are helpful to consider at this stage include:
- Who is your target market ? (geography, industry, function…)
- What language does your target market use when searching for your services ?
- What language do your competitors use on their websites ?
- What questions do prospective customers tend to ask ?
- Who is your main competitor (in terms of their web presence) ?
- What should the focus of the content be for each page ?
This is where it gets a little bit technical I’m afraid. There are key elements on any website page which all have a role to perform in helping search engines determine the importance (and therefore the search ranking) of your page and its content.
The most important element of course is to present well written, informative and relevant text content to your visitors. However, there are a number of supporting technical elements which are very important and which I can help you define and implement on each page.
- focus keyword or phrase
- url text
- page title
- H1 title / H2 / H3 subtitles
- anchor text for links
- alt text for images
- meta descriptions