Search Engine Optimisation

rustnatureInternet and Web Development

Nov 18, 2013 (4 years and 7 months ago)



Search Engine Optimisation

What is search engine

Successful search engine marketing is when you
accurately target the key phrases the end user (searcher)
is looking for on the search engines when wanting your
products or services. To be on page one of Google in the
natural listings for your top search terms is said to be one
of the most lucrative search engine marketing strategies
available on the internet.

Many people use SEO’s Search Engine Optimisers to do
this as doing this successfully can take time, expertise and
other company knowledge.



Areas used in search engine


Is the keyword found in the title tag?


Is the keyword found in the address of the document?

Page text:

Is the keyword being emphasised in some way, such
as being made bold or italic? How close to the top of
the text does it appear?

Keyword (search term) density:

How many times does the keyword occur in the text? The
ratio of keywords to the total number of words is called
keyword density. Whilst having a high ratio indicates that a
word is important, repeating a word or phrase many times,
solely to improve your standing with the search engines is
frowned on, as it is considered an attempt to fraudulently
manipulate the results pages. This often leads to penalties,
including a ban in extreme cases.

Meta information:

These tags (keywords and description) are hidden in the
head of the page, and not visible on the page while
browsing. Due to a long history of abuse, meta information
is no longer as important as it used to be. Indeed, some
search engines completely ignore the keywords tag.
However, many search engines do still index this
information, and it is usually worth including.


Outbound links:

Where do the links from the page go to, and what
words are used to describe the linked
to page?

Inbound links:

Where do the links from the page come from, and
what words are used to describe your page? This is
what is meant by "off the page" criteria, because the
links are not under the direct control of the page

Intrasite links:

How are the pages in your site linked together? A
page that is pointed to by many other pages is more
likely to be important. These links are not usually as
valuable as links from outside your site, as you
control them, so more potential for abuse exists.


Other areas of consideration


Sitemaps are important for search engines as they provide them
with a map of the site. It’s especially important for new sites to
have a sitemap. Google will always crawl all the pages that are
listed on your sitemap. If you have a page in your site that isn’t
linked to, then it will never appear in Google’s index..

XML Sitemap

A dynamic XML sitemap will automatically update itself as and
when you add or remove pages from the site. This will allow
Google to see all the pages on your site more quickly rather than
having to follow links.

You can generate a new sitemap by going to



Blog and Content

One way to increase your keywords current positions would be
to ensure your site is kept as up to date as possible. The easiest
and most effective way to do this is by installing and maintaining
a blog. The benefits of updating a blog are as follows:

Long tail search traffic

Helps the website become an authority

Generates inbound links

Faster indexing

Generates site discussion

Promotes community and repeat visits

Solicits enquiries


Internal link strength

RSS Feeds


¹ Long tail search terms are keywords that attract few regular searches but are highly targeted and extremely specific to
the content of a page. While an individual long tail search term may only provide one or two visitors every month, the
combination of long tail terms can provide a powerful and profitable source of traffic in a short space of time.

By having a blog on your site, every time a new article is added,
your site will increase by a page. Over the course of a year, if
articles are added on a daily basis, this will total to an additional 364
pages on to your site.

The size of a website is looked at by Google and the bigger the site,
the more it will favour you, as it sees more pages as having more
content to offer its users.

Google will also have to come back to crawl the site on a regular
basis, up to 3 or 4 times a day, depending on how many new posts
you enter each day. It can diarise more visits because you have
fresh content for it to cache and offer the Google users.

Google will also see your site as more relevant as you have new
content. Because your site would be cached more often, you will be
“fresh in Google’s memory” and are more likely to be listed higher up
the page, regardless of page rank and size.


The idea is for your website to become an authoritative place for
people who are looking for information in your industry. Your
keywords should appear naturally, so they don’t necessarily be in
every single article, but where they do appear they should be linked,
strengthening your site’s internal link strength.




Google Adwords

You create your ads

You create ads and choose keywords, which are words or phrases
related to your business.

Your ads appear on Google

When people search on Google using one of your keywords, your
ad may appear next to the search results. Now you're advertising to
an audience that's already interested in you.

You attract customers

People can simply click your ad to make a purchase or learn more
about you. You don't even need a web page to get started

will help you create one for free. It's that easy!

Google Adwords

Adword video


Organic V’s Keyword Ads

Organic search results

are listings in search engine results pages that
appear because of their relevance to the search terms, as opposed to their
being advertisements.

, and

search engines combine advertising and
search results on their search results pages. The adverts are designed to
look like the search results, except for minor visual distinction.

Few ordinary users realised that many of the highest placed 'results' on
search engine results pages were actually adverts, it became important
within the search engine optimization industry to distinguish between the
two types of content. Because the distinction is important (and the word
'organic' has many useful metaphorical uses) the term is now in widespread
use within the search engine optimisation and web marketing industry.

Google claims that their users click (organic) search results more often than
adverts, and users avoid clicking 'results' that they know to be adverts.

Achieving high organic search listings is a primary strategy of search engine


Understand your visitors

You need software to collect your visitor

This can be software on the server as part
of your hosting plan.

A 3

party tracker on your web pages
such as Google Analytics.


Google Analytics

A free to use system to track your visitors

You create a Google account

Sign up to the Analytics

You add some script to all your pages with
a unique number to your website.

Wait a couple of days for your tracking to

Google Analytics Product Tour


Online Tools

Check links to your site in google type the following in the search


Or visit

Use Google Webmaster webtools

Search engine optimiser research

Search engine keyword checker