The document discusses the core principles of search engine optimization (SEO) including good keyword research, optimizing individual pages for targeted keywords, creating quality content, internal and external linking, and getting links from other relevant websites. It emphasizes identifying relevant keywords, writing optimized content for those keywords on individual pages, setting proper meta tags and linking within the site. External links from other authoritative sites are also important for ranking well.
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What Really Is Search Engine Optimisation?
1. The role of search engine optimisation (SEO) is to make
your website rank well for relevant search terms. There
are a number of principles that if applied will help you to
outrank your competitors in Google and other search
engines. Following is an outline of the core ingredients to
proper SEO....
3. This is integral to any search engine optimisation
campaign. If people aren't looking for something who
really cares if you rank number 1 for a certain keyword
phrase in Google? You need to identify keyword phrases
that have people looking for them and that you have a
chance of ranking for.
5. Search engine "spiders" crawl the internet indexing
individual pages for the content they contain and rank
them according to their relevance to search terms. If one
page talks about bananas while another talks about fruit
including apples, oranges, pears and bananas it is most
likely that the one that just talks about only bananas
would rank better when someone searches for bananas.
6. When planning your website it is important that you have
one page per keyword phrase that you are targeting. This
page may include secondary keywords and synonyms of
the primary keyword but the goal will be to make that
page the most relevant page on your website for the
primary keyword phrase you are targeting.
7. As part of this optimisation you would include the
keyword phrase in your title and description meta tags
(this is what Google displays in their search engine
results), in h1 tags, in your first and last paragraphs and
throughout your content.
9. When writing content for your website write it for a
human and then go back and optimise for Google. Search
engine optimisation means nothing if you get people to
your website but the quality is so poor that they
immediately click the back button.
10. Google's algorhythm is now smart enough to recognise
when people are trying to "game" the system by writing
content specifically for the search engines...they also
recognise when a large people are immediately clicking
the back button to find a more relevant listing to their
search query. Poor, spammy content will have a negative
impact on your search engine optimisation efforts.
12. Internal linking between pages on your website helps
Google and other search engines index every page on your
website. As a general rule it should not take any more
than 3 clicks from any one page on your site to another. If
your website is properly structured it also allows authority
that an individual page has been given by search engines
to flow through to other pages that the page links to.
13. Once you have everything else right, the most important
factor for ranking your website is going to be links from
other websites (external linking). Every link to your
website from another website is like a vote of confidence
for your sites content...but not all votes are equal. The
authority and relevance of the third party website will
determine the value that is ascribed to a link, e.g. an
industry body website with an article about irrigation with
a link to your irrigation business is going to count for more
than a link from your mechanic friend's website.
15. If you are to rank well you need to identify the keywords
that are relevant to you and that you can compete for.
Once you have this list, write content for each of the
keyword phrases to be placed on individual pages of your
website, adding links to other pages where appropriate
and incorporate these pages into your main site
navigation. If you can set appropriate meta tags for the
title and description (you may need the assistance of your
webmaster).
16. Once your site is properly optimised it is then a matter of
getting links to the pages you have created. This may be
through asking associates to add links from their
websites, paid advertising, posting in forums, commenting
on blogs, creating other web properties that you can link
back from.....There are numerous ways of building links to
your website and the amount that will be required
depends on your competition.
17. This article is meant only as an overview. Search engine
optimisation is quite a complex skill that in most situations
will require experience to outrank your competitors. It is
often worth consulting with a search engine optimisation
specialist to determine the viability of a search engine
campaign.
18. Search engine optimisation services that may be offered
include keyword research, content writing, onsite
optimisation of your current website and external link
building. An initial analysis from an SEO professional
should give you an idea of what you may do yourself and
what you will want to outsource and you can then
determine the best way forward.