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TrainingKeyword ResearchKeyword research is the first stage in any website optimisation or organic search engine optimisation campaign. It is of paramount importance to the success of your website in attracting new customers so that it achieves top rankings, not just for the most popular keywords but also the most relevant search terms for your business. If your website offers a product or service that the internet user is specifically looking for then you will have a much higher conversion rate and increased ROI. Our keyword research covers Google, Yahoo and MSN; Adwords and Overture. The amount of keyword research varies from one site to the next as you might have only one product or service or you may have hundreds of areas to be researched. For example, take the keyword ‘model’ – used in a recent SEO project for a London modelling agency. The following are all the most popular searches conducted in February 2006, connected with the industry.
Invariably, there are hundreds, sometimes thousands of search terms relevant to a website and the products and/or services that it offers. Keyword research, with discussions with our client, narrows the list down to the most popular and the most relevant search terms to the website content to ensure the maximum amount of sales and, consequently, ROI. Links and Link Building Link building – linking your site to other, quality sites - is a major component in the success of the search engine optimisation of your website. Inbound Links Links coming into your website play a significant part in your ranking with several search engines. Links represent a measure of the worth of your web page(s) to the internet community at large. Some search engines may measure the number of links pointing to your page in ranking, whilst Google attempts to create an exact score based upon the popularity of the pages that link to your page. This score is known as Page Rank… "PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." From www.google.com/technology/ Another factor with inbound links to consider is the anchor text. The words within the links to a page can help search engines to rank pages. Pages have appeared in search engine results even if that word appears nowhere on a page, just due to it being in the incoming anchor text High quality link building is not only essential in achieving the initial top search engine rankings, it affects the long term reputation and, consequently, success of your website. Outbound Links Your outbound links (links from your site to other websites) can have SEO impact. Sites that don't link may be viewed as Page Rank ‘hoarding’, a practice not viewed positively by the search engines. Also, having links to authority sites in your topic area is reportedly a positive Organic Search Engine Optimisation factor with Google. Just one outbound link from your website to a ‘sandboxed’ site (one that has been penalised by the search engines) can be enough to get your own website ‘ignored’ in the same way. These are not as easy to spot as you might think: you might link to another legitimate company which has accidently tripped a Spam filter and may not even be aware that their site is being penalised. A handful of good quality links can be the making of a website Although, (in addition to website optimisation), a few good inbound links can be enough to get a website top search engine rankings, good quality links are hard to come by. It is easy to get low quality links. However, these have little or no value at all. Finding and agreeing high quality links and link exchanges is a very time consuming process but worth the time spent. Remember: one high quality link is better than 20 low quality links. Link Building Services Our link building services are mainly offered to our website optimisation clients only. However, if your website is already well-optimised, we would be pleased to quote for your link building campaign. Search Engine Marketing The term Search Engine Marketing (SEM) covers a number of areas;- Google Optimisation As the foremost search engine in the UK, it is imperative for your website to rank on Google. With, reportedly, 63% of the share of UK based searches, Google Optimisation is essential. Google Search Engine Optimisation – known as Google SEO - is about improving your website's "organic" ranking for key search terms on Google. Google is more "off page" driven than either MSN or Yahoo, the two other major search engines. By "off page", it means that Google relies on information it collects about a site from sources other than the target website. The more ‘votes’ you have from other websites, the better placed you are within the search results. Google SEO is about 4 major factors: Inbound Links Google, like all of the other search engines, measure the number and nature of inbound links (or IBLs) into a site from other websites. Google places a greater emphasis on these links than the other search engines. More than any other factor, the number, the quality and the origin of these links is what determines the ranking of your website in the search engine results pages (SERPs). Page Rank Google attempts to create an exact score based upon the popularity of the pages that link to your page. This score is known as Page Rank. This is calculated out of 10 and a new website page with no inbound links will be ranked at 0/10 whereas a well-established, authoritative website page will be ranked at 10/10. Anchor Text The anchor text within a page is the system web designers use to link headings / sections to a place further down the page or further within the website. These links contain information that Google factors in to its algorithm when deciding where a website will come within the search results. Content The content within the site that links to you is key. The Google Optimisation process develops when the site linking to your website has an appropriate title; well-defined meta-tags; and the content on the page is of a high quality. We can develop your Google Optimisation through our effective search engine optimisation methodology that incorporates the aforementioned factors plus takes into account the latest industry research and findings (such as the phased ‘Jagger’ updates). |
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