Search engine optimisation, or SEO is a special form of marketing that is concerned with promoting business websites through the use of search engines. Understanding search engine optimisation can quickly become rather confusing and hard to follow due to the fact that search engine optimisation is a very complex subject that comes with a wealth of different information and requires extensive research for a good foundation. However, the very basics of search engine optimisation is fairly easy to understand and does not require as must research. In this article, we will cover the best practices for search engine optimisation, along with tips and advice on how to best approach SEO techniques.
1. Keyword Research
One of the most important steps you should take when practicing search engine optimisation is to conduct keyword research. Keywords are certain words and phrases for which users will be searching. The keywords you are targeting will need to appear on your page and through the meta data.
For example, if your website has the keyword “New York restaurant” anyone who searches for this keyword will have your site appear among the search results. However, in order to ensure that your potential customer is able to find your web site among the other websites, you must do research on the particular keyword phrases to use based on competition and search volume. From this develop a list of keywords that are best suited for your website.
The first step in conducting keyword research is to make a brainstorm list of phrases and words that you think will your target customer base would use when searching for products, content, or services. Write down words and phrases that you believe best describes your website’s content.
Once you have a list of keywords, you can start to refine your list. Since it is very hard to determine which words and phrases are most likely to be searched for, you may need to use a keyword research tool. A keyword research tool is a special web tool that will provide you with data on words and phrases, such as which ones are being searched for the most, which ones are popular, and which keywords are unique. Some keyword research tools will also give you suggestions on what type of words and phrases to use. After you have narrowed down your keyword list, only select keywords that are relevant to your site and that are of interest to your target audience.
You should also keep in mind the three different types of queries that people will usually type into a search engine; navigational queries, transactional queries, and informational queries. Navigational queries involve searching a particular web site or web page, informational queries are searches related to general or specific information, and transactional queries involve searches that are related to shopping.
2. On Page Optimisation
Yet another important step in mastering search engine optimisation is on page optimisation. On page optimisation is the process in which your website is designed for search engine ranking. One of the most important steps in on page optimisation is the website’s title. Pick a title tag that is short, but can easily identify your business to potential visitors. Make sure you include your targeted keyword as well as the name of your business in the title.
You can also optimize your meta tags for better ranking. Include a short description of your site, along with services and areas your business is concerned with; you can use this as your selling point and to also host some of your keywords. Link and image optimisation is also important, as well as the HTML style your web page is in.
3. Off Page Optimisation
Considered the opposite of on page optimisation, off page optimisation, or link building, involves setting up links outside of your website and web page. The more and better links you provide, the better chance you have of having a good ranking in the search engines.
The process of link building involves building up links from other websites or blogs and tracing them back to your own web page. Since most search engines are concerned with the quality of links that your site is connected to, link building is an important way of increasing your ranking and determine your placing in search results.
You can do this a number of ways. The best is undoubtedly by producing high quality and exceptional content which will have plenty of high authority sites linking to you. You can check Google webmaster tools to see which sites are linking to you. Perhaps you know of other sites that mention you by name but have failed to include a link. Reach out to that and ask them to add a link the mention of your site. You can do this yourself, or if it takes too much time or is confusing, you can engage the services of an SEO expert.
4. Avoiding Penalties
There are certain SEO policies that must be followed to avoid penalties. A website can encounter penalties if it is influencing the search engines in a deceitful way, and your site can be remove if the penalty is severe enough.
In order to avoid penalties, make sure that any SEO methods you use is completely legit. Never use cheap links, as these type of links are run by software and are irrelevant to your website anyway. They will also cost you a very hefty penalty and the damage caused by them cannot be undone. Other link mistakes that can cost you your site are paid links that can pass PageRank, link exchanges, hidden links, excessive links, links that are in a foreign language, links to illicit sites, broken links, blog network links, and links with low value content.