The ever developing skill of learning how Search Engines position sites on their organic search listings is known as Search Engine Optimisation. When we search for anything, up come the natural search lists. They are not to be confused with the Pay per Click entries. Pay Per Click adverts are generally sectioned off down the right hand side, with a couple across the top of the page. Naturally listed adverts have been taken directly from the index. Algorithms are used to determine the position of a web site in a Search Engine directory.
Plainly our aim is to get our site up with the top ones. We’ve little chance of being seen if we’re way down the list on page 7. Only those in the Search Engine’s ‘inner circle’ know all the factors used to position sites. It isn’t something they publicise to the rest of us!
Because of this, much technical expertise has developed around the subject. We have Search Engines constantly developing new technology on the one hand. This causes mass confusion over which methods they use for ratings. Then to challenge that on the other hand is a growing SEO (optimisation) sector. This involves measuring various factors and doing empirical tests to establish the most important ones to target.
SEO looks at two different aspects – one is Off Page and the other is On Page. There are also ‘off-web’ factors such as demographic and geographic information – but we have no control over this area. To understand factors relating to off-page, please see our additional editorial.
SE ‘On Page’ Optimisation
Making changes directly to website pages to make them more Search Engine friendly is what On-Page SEO is all about. This website configuration is fairly simple. It involves such factors as – Internal-linking, using H1 & H2 header tags, seeding keywords at the correct density (and in appropriate places,) and to some lesser degree, using meta-tags.
If all that is complete double-dutch to you, then don’t worry – you’re not alone! For the most part, although this work isn’t complicated, its effects are minimal. In fact, it is widely believed that it has very little effect at all anymore. There was a time when SE’s were ‘duped’ by On-Page optimisation. That’s not how it is now though.
Having said that, if the website benefits from off page optimisation, then on page work should be looked at. When that’s happened, on-page factors can be optimised.
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Take Counsel – Avoid doing SEO on keywords that have millions of listings. ‘Car Insurance’ is a term to stay away from – unless you want to compete with 70,000,000 others! Anyone can see it’s not wise to try and compete with 70 million other pages when you’re just starting out!
Although… When I search for “Southampton Car Insurance”, it comes down to a more manageable 300K. (If car insurance in Southampton was my business!) A big number still it seems – but actually quite a small number when it comes to web searches.
We can do much more with this. In point of fact, a phrase like Car insurance would massively set me back. I would actually be competing with the insurance conglomerates! So not a great idea – especially, in fact, when there are much better ways to go about it.
In fact, what we really need are terms that more specifically reflect our product or service. In Search Engine terms, these phrases (which can have a number of keywords) are referred to as long-tail. Depending on how competitive your market is, the phrases could be from 2 to 7 words long. Generally we use 3 to 4 words.
In general, our recommendation is to begin SEO’ing with keyword phrases that reveal fewer than 500,000 results. (If the sites on the front page haven’t used SEO techniques, then we might go with bigger yields). Then, as we build back-links, we’ll automatically start to gain some ground on the bigger search phrases. Assuming everything goes to plan, we’ll hit the popular phrases in three to twelve months. This strategy is also far more targeted at the start. Frankly, we’re only interested in the customers who are looking specifically for what we offer. There’s much more chance these people will buy!
Back Links should be shared between several web pages on your site and not just restricted to the Homepage. This is known as deep linking. Product Group pages are a good place for back links. These pages are usually linked to particular product pages. This means it can be very productive to drive search terms directly to them. The home page shouldn’t be the only one to receive back-links. How your site’s pages are managed and listed is gaining more and more attention from Google, Bing and Yahoo.
(C) Jay Kendall. Check out EvolveSEM.co.uk for clear business advice on SEM Consultants and SEO Consultants.