Website Promotion And Search Engine Optimisation (SEO)
Keywords and Keyword Phrases
If the Website is infused with targeted Keyword Phrases, the Website has a good chance that it will appear in the search results when a potential customer searches on those Keywords.
In order to improve chances, the Website should be optimised with Keyword Phrases that are descriptive, related to content, and which receive a significant amount of searches on the web.
To start, it is essential to identify your niche marketplace. The phrases to use are those that have more searches and less competition. If you optimise for terms that are too broad, you will likely increase traffic but decrease the conversion rate of visits to results.
Talk to friends or family and ask what phrases they would use to find your product or service.
Search Engines or Customers?
There is a fine balance between Copy written for Search Engines and Copy written for Customers. It is necessary to produce a structured and focused Website that satisfies both requirements.
First and foremost, the Website must be rich in information and content. It will then naturally contain the ideal Keywords and hold the attention of the visitor.
Visitor Keyword Searches
Unfortunately, Google now prevents any statistics being created based on Keywords.
Find the most common Keywords used with Google Keyword Tool or Wordtracker. The Keywords shown relate mostly to USA usage.
The number of pages visited is an important metric. The more pages read, the more interested the visitors are in the content of your Website.
StatCounter is an invaluable and free resource for statistics on your Website.
- Use Keyword Phrases, not single words. Select appropriate qualifiers to describe a Keyword. For example, "VB.Net" should become "Visual Basic.Net (VB.Net)".
- Concentrate on a maximum of two or three related Keywords for each page.
- To test the usage of a Word or a Phrase on the Web, use a Search Engine to see how many hits you get for each phrase. if you want local visitors, use Australian spelling and idioms – the Macquarie Thesaurus can prove invaluable.
- Examine each related word in the write-up, and determine which variation is most likely to be used in a search. Use frequently used synonyms of a Keyword. For example, use variations of the word "programmer" – program, programming, programs.
- The words used in business may be different from the words that customers use. Use colloquial terms or the Website will not be found.
- The use of additional Web Pages will allow the Keyword Density to be improved, by concentrating on a narrow subject. Do not include every Keyword Phrase on every Web Page.
- It is best practice to use H1 and H2 header tags to emphasise pertinent keywords and phrases. The heading tags are given higher weighting by the Search Engines when close to the top of a Web Page. Include primary Keyword Phrases in the headings and insert extra headings to improve the readability.
- Use the Search Engine Results page to check that the Keywords have been placed in the best position.
- Use Keywords in the ALT Tag of Images and in the Title Tag of Links.
Keyword stuffing occurs when the content of a Web page is excessively filled with Keywords and Keyword Phrases.
The Search Engines can easily spot Web pages that employ this technique, and such Websites will be penalised.
Google and Synonyms
Google has changed how it treats synonyms (i.e. different words and not a variation of a word), as synonyms affect 70% of user searches. Google will now attempt to guess what the user is looking for and will display synonyms in bold. This will even apply to badly spelt words.