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Search Engine Optimisation...
Search Engine Optimisation (SEO) refers to the process of improving the position that your website appears at, in the "organic" search results, returned by sites such as Google, Yahoo, Firefox, Bing etc.
As a general rule of thumb, sites that appear higher up in the results will get more traffic to their pages, and so potentially more business. The goal is to get to page one and ideally to position one, but whether that is feasible largely depends on the market that you are operating in. If you're in the mobile phone,or travel sector, you'll be fighting a losing battle unless you've got a generous budget to spend. However, if you're offering a niche product or a service in a defined geographical area like Bristol say, you stand a pretty good chance of at least getting to page one, two or three etc.
Keyword rich content
One of the key tools that search providers such as Google and Microsoft (Bing) employ to determine your rankings are "spiders". A spider is a piece of software that crawls the web in a methodical, automated manner. They browse your website (and everyone else's) to identify the actual copy written on the page along with things like use of key words and phrases. This data is then used to determine the relevance of your site when someone enters a keyword or phrase into Google, Yahoo, Firefox, Bing or any other search engine.
With this in mind, you need to consider the search habits of your target audience, and ensure that the terms they might use to find your business are reflected on your pages. For example, if you offer physiotherapy services, your website content should include words or phrases that people may search for, such as "massage", or specific problems such as "lower back pain". However, text included in images cannot be crawled by spiders, although alternative text associated with the images is, so you may wish to revisit the design of some of your pages. This is what OdysseyWEB does for you.
There are a variety of techniques which OdysseyWEB utilises which are designed to help prospective advertisers identify the most relevant keywords for their chosen market, but it is also very helpful when writing copy for your website. Once we have identified your keywords, we ensure that they appear in the body of your pages, as well as in the metadata of your page, which is the unseen data that gives the spiders key information about your page.
PageRank is a number scored out of 10 that is given to your website based on inbound and outbound links, and helps search engines to verify how trustworthy your site is. Linking between sites allows "link juice” to be carried through, so if your site is linked-
While you cannot generally control the inbound links to your site (and Google disapproves of link farms and other artificial ways of linking), there are some steps that can be taken to improve your PageRank score. It is also a good idea to ensure that your website is linked to your social media content.
Keep it fresh
The rate at which search engine spiders crawl your site is in part determined by how frequently the content of your pages change. With this in mind, you may want to create a monthly task with OdysseyWEB to change text, images, or add or remove pages, in order to ensure that your content is regularly updated.
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