The next step is to ensure that once the searcher has clicked on the website, they find enlightening and appealing content that relates well to what they were searching on. SEO Services providers will update the content and make the site easier to explore. They can also provide back links to other related content that can be of interest to the visitor. They should also measure the number of visitors that arrive at the site and how many turn into actual buyers of merchandise. This will help measure the effectiveness of the SEO campaign. They can also source for additional statistical data from search engines like Google and Yahoo.
Looking for a quick fix that will improve your rankings? Take a look at your title tags. A title tag is the line of text that is normally displayed at the top of the browser window. Title tags are arguably the most important SEO tags for any site.
For most search engines, the maximum length of a title tag to be displayed is between 60-70 characters. If your title tag is over 70 characters, your title will be cut off around 70 characters on the search results page.
Search engine spiders use these title tags as the main source for determining the page topic. Spiders or crawlers examine the title and then translate the topic of the page. This is one reason why it is always best to use your keywords in the page title, and to place them as close to the beginning of the title as possible. Remember, the text included in the title tag is also the text that will appear in the SERPs (search engine results pages) as the linked title on which users will click to access your page. In fact, just fixing the title tags of your pages can often generate quick and significant improvements in your rankings.
For example, let’s say you have an educational site that provides information and guidelines on teacher certification requirements. You’ve decided that the most important keywords for your site are “teaching certification” and “teaching requirements.” In this case, a page title along the lines of “Teaching Requirements for Teacher Certification” is highly relevant to the topic of the site. Spiders will crawl your site, and because the title is the first factor it sees, the spider will “read” it and then examine the rest of the page finding the keywords used in other places on the page to determine how relevant the title is to the rest of the content. If the content, H tags, and title tag all relate—you’re in business! This is why it’s so important to target the most critical keywords in the title tag.
Follow this same process for all of your pages, and remember to create unique titles that are relevant to each page and do not keyword stuff. This greatly improves the effectiveness of those tags and will increase the search engine rankings for your keywords. Although your home page might show up for 20 or 30 different keyword combinations, only your top two or three keyword phrases should be included in the tittle.
SEO is about great content and great site architecture … it’s certainly not about spam and trying to fool Google. Below are the 12 essential SEO tips for 2011.
1. Do keyword research
When looking at keyword data think about your traffic targets. For generic keyword searches, even if you rank high in Google, you may only get a small percentage of the predicted traffic.
However with keyword searches related to your brand, your site can benefit from a much higher proportion of the predicted traffic if you are the brand. So for example if you are IBM you may get the majority of search traffic if you rank for IBM.
Don’t forget the long tail, because the long tail of search can offer the bulk of traffic. Due to the more detailed nature of the query searched for, it can generate better quality traffic.
2. Choose a relevant domain
Pick a domain with a target keyword in the URL if possible and preferably secure a domain name with some equity/authority. One way to do this is to look for dropped domains, or simply buy an existing live one.
3. Build good website content
Generally speaking the best content for SEO is to have words not pictures and content should be original and unique to your site. Your website content should be relevant to the keywords and phrases you are targeting. Original and unique web content can help with SEO and sales making it a win/win.
Google is tightening up on duplicate content. The more duplicate content you have, the more it will start to hurt. It is important not to copy other people’s websites, but instead think of ways you can re-work content.
Home page text is very important. Home page copy should be a bold testament and there should be links made from within that content to other parts of the website.
For ecommerce websites ensure unique product descriptions are written, as it’s vital to avoid publishing manufacturers descriptions verbatim. For websites with thousands of products, pick the high-ticket items and make sure to rewrite them.
Other ways to add useful text content to pages can include carrying product reviews from customers, produce content about brands or create user guides and ‘how to’ pieces.
4. Create enticing title tags
The title tag is the most important place to put keywords so it’s crucial to create a unique title tag for every page. The title tag is a salesman for the page – it’s what the user first sees for your website in the search results. See example title tag (with code) in the following image:
Make good use of the 67 visible characters in a title tag to maximize the clickthrough rate (CTR). Include a good call to action as this increases the clickthrough rate because Google is analyzing the CTR for organic search results.
5. Write meta descriptions
The limit is 155 visible characters and it is a great place to deliver messages!
To decide on which keywords to include in a page’s description tag, use your analytics software to find which keywords deliver the most traffic to that page. Then optimize your meta description to include those keywords.
If you have keywords in the meta description, there is a good chance Google will show your this as part of its results page so aim to include a call to action in there as well.
6. Forget meta keywords:
Including words in the meta keywords tag has no influence on search engines. Google even says this too on their Webmaster Central blog here – so it’s certainly not a priority to add the meta keywords tag.
7. Use H1/ H2 Tags:
The H1 header is important and H2 and H3 tags should be keyword rich and supportive to the H1. It is certainly viable to have multiple H1 tags on a home page with H2s underneath. However for product pages it is recommended that only one H1 tag be used with H2 tags underneath.
8. Include on-page keywords:
Use keywords naturally as part of your website copy. Do not stuff pages with repetitions of target terms in an unnatural way. Check out the competition to see what they are doing with a keyword density tool
9. Build links:
Link building can be the most important and most difficult part of SEO. This is because Google values links, but at the same time Google penalizes link buyers – so getting the right balance for links is hard.
It is useful to start by thinking about who will link to you naturally – perhaps local media in response to news, suppliers, partners, sponsorships or friends?
Once this route is exhausted another option is to compile competitors links. It is still possible to use Yahoo Site Explorer to do this for now (however this tool will shut down soon). Other tools available to gather link data include:
What makes the perfect link? Relevant anchor text, pointing at a relevant page from a relevant site – so in this respect it is all about relevancy. However over-cooking anchor text and using words too often can hurt you.
The art of link building is to mix up anchor text, use brand and domain links and even include ‘natural’ key phrases like “click here”.
10. Authority outweighs relevancy
What this means is that a website with the best quality signals stands a better chance of ranking higher than one that is simply relevant but with little or no authority. We can see this because on a website with authority, a page can rank for many different things.
Influential factors outweighing relevancy include inbound links, freshness of content and authority.
11. Site speed is important
12. Don’t launch empty websites
It’s important not to launch a site empty with a ‘Page under construction’ status. Instead start building the basics of the website as a blog and create a content rich holding page.
Get relevant pages of information in place to give Google something to chew on and then go live with the proper website and 301.
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