Search Engine Optimisation - Optimised Web Design
Search Engine Optimisation - step by step
The process of web site optimisation for search engines
can by split into three distinct areas:
- Source Code Optimisation
- Page Content Optimisation
- Off Page Optimisation
Our approach at Avatar Web Solutions is defined by our appreciation
that every undertaking of search engine optimisation is going to be different and will need to be handled accordingly. We outline
below a summary of the steps we can take in our efforts to optimise your
web site effectively for search engines, to increase the site's rankings
and position in the SERPs for the terms that will lead to sales.
Before Avatar begins the process of search engine optimisation for your web site, we first conduct an
analysis of your business, paying particular attention to the target clients it is aimed at. Once we
have established who your customers are, we can effectively target them with the search terms they use most.
Avatar Web Solutions also keeps in mind that there is more to
life than Google. Yes, it is still the biggest player in the field, but
there have other search engines before which dominated the market, and
there will be likely be others again in the future. Over the last 12 month
period alone both MSN Search and Yahoo have made significant gains, and
account for almost 90% of all online searches between the three of them.
Your web site will be optimised so that all of the main search engines
will find it easy to index, and to rank.
Source Code Optimisation
This refers to the actual code that runs your site, and in particular the HTML which search engine spiders can read.
- To enhance the web site's code we first need to perform essential keyword research. Which keywords or key phrases are being used by searchers looking for your product or service, and which ones are most suitable for targeting on your website?
- Using the chosen key words and keyphrases, we will then edit the meta tags in your source code for every page. Other parts of the code which can amend and enhance are alt tags for images, and on page headings.
- We can create a text rich site map that will provide every search engine spider with the perfect means of indexing all the pages of your site effectively.
- We can create a product or service specific landing page with good content filled with exactly the keywords needed.
- We will also analyse your competition. Take on board their good ideas, and avoid their mistakes, and your site will soon stand out.
Page Content Optimisation
Having examined, amended and enhanced your web site's source code, Avatar
Web Solutions then concentrates on the actual content of your pages.
- First, we review all content for every page, and where necessary we will recommend subtle alterations to the text, keeping in mind the end user as well as the search engines. The site's overall look and feel may be enhanced, but the meaning of the content will not be changed.
- When we are satisfied that your site page's content has been improved,
we then perform a site wide review. This review will include checking
for broken links and repairing them, examing the text for each internal
link and enhancing them where necessary, checking the navigation of
the site and identifying any problems that it might have, and finally
altering the structure of the site to enable the use of CSS stylesheets
where necessary.
- Some commercial sites may prefer to keep certain pages off the search engine spider index, if this is necessary then we will contruct a robots.txt file. We can also create error pages that search engines will be happy with and that can redirect visitors from pages that have been deleted, moved or simply renamed.
Off Page Optimisation & Directory submission & linking
For the final step in the search engine optimisation of your site Avatar
Web Solutions will manually submit your site to all the pertinent
directories and engines. We submit manually because search engines know
when a site is being submitted via a software application, and tend to
frown heavily on this practise. Avatar Web Solutions will then
plan a sector specific linking campaign. This campaign will concentrate
on good quality links from sites that share a topical relevence with your
own. We will focus on authority and hub sites. If your site does not have
a links page, then we shall create them for you. Once your links page
has been constructed, we will then monitor the inbound links, making sure
that reciprocal links remain reciprocal, and that all links are valid.
In our final section on Search Engine Optimisation we discuss the pitfalls of using Search
Engine Spam techniques in an SEO campaign.
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