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1. Produce excellent copy - Web marketing
Your content should be written extremely well; great copywriting is the heart and soul of SEO. Firstly, excellent writing is better for your users and is more likely to attract inbound links. Secondly, Google has ways, some of them very subtle, of determining just how good and useful a piece of writing is (see latent semantic indexing). Write with your users in mind, with a view to giving them the best and most useful experience possible. With regard to Google's subtle ways of assessing the quality of a piece of writing, you should avoid using the same keywords again and again, even if it feels natural to do so. Instead, you should use of a variety of synonyms for every keyword. This makes your writing more readable and interesting, and also persuades Google that your content is not run-of-the-mill spam, but authoritative and useful.
2. Content is king - Web marketing
The only thing Google respects is high-quality text with some links pointing to it. Google considers websites that constantly add content much more useful than websites that add content infrequently. For this reason you should set yourself a realistic target for the production of new content and stick to it. Depending on how ambitious you are, you can aim for one new page of content per day or per week. Whatever you choose, remember that Google likes fresh content. It has an intrinsic preference for websites that focus on creating new content over websites that keep tweaking their existing content again and again. In other words, Google wants to see that you are working on producing new content, not on optimizing content that you already have on your website. The ideal word count for each page is between 500 and 1500 words.
3. Use the Google sandbox - Web marketing
The Google sandbox is an incredibly useful tool that suggests keywords and key phrases on the basis of what people have been searching recently. For example, you might type "SEO consultant" and the Google sandbox will tell you that, in addition to searching for "SEO consultant," other frequent searches are "SEO expert" and "SEO services." Using the Google sandbox will give you an inexhaustible supply of ideas for the creation of fresh content. Put simply, you use Google's sandbox to find out what people are searching for, and you then write content that targets those keywords. The aim is, of course, to rank highly in the search engine results pages (SERPs) for those queries.
4. Use the h1 tag - Web marketing
The h1 tag is one of the great secrets of SEO. The h1 tag tells search engines that this is the main title of the page ("heading #1"). The h1 tag is an incredibly powerful tool and Google takes it seriously, providing it is substantiated by the page's content. In other words, the words in the h1 title tag should also appear in the main text. Using the h1 tag is an excellent way to optimize a page for specific keywords.
Here is how you use the h1 tag: Your keywords
The h1 tag will make the text quite large; you can have the benefit of the h1 tag without such enormous text by using CSS to format it as desired.
You should also use the h2 and h3 tags for your sub-headings, making the content of your page hierarchical.
5. Keyword density - Web marketing
The keywords you are targeting should appear in the main body of your text reasonably frequently, but don't overdo it: a page that is stuffed with keywords destroys the credibility of your website and is easily identified by Google as spam. Putting your keywords at the beginning of the page, in most of the paragraphs, and somewhere near the end will be quite sufficient. Do not forget the importance of using synonyms too, as mentioned above. If you want to check the keyword density for a page, you can use this keyword density tool.
6. Use bold, italics and underlining on keywords
When you bold, italicize or underline a word, Google assumes that this is one of your keywords. You should therefore bold, italicize or underline some of the keywords on your page.
Be very careful, because this can also work against you: if you use bold, italics or underlining on words that are not keywords, you will confuse Google and will weaken the effect of these tags on your real keywords.
7. Keywords in the URL - Web marketing
Deciding the URL of a page is an important part of SEO. The page should have a file name that contains your keywords, and the page should be in a directory that also has keywords in its name. For both the directory and the page itself, the keywords should be separated by dashes.
You should follow a sensible rationale when deciding what to call directories and files; it should reflect the hierarchical nature of your website. For example, if you are writing a page about obtaining inbound links, a good URL for it would be:
This is a good URL for these reasons:
a) "SEO tips" and "how to obtain inbound links" are related queries and Google knows it;
b) "how to obtain inbound links" is a subset of "SEO tips." Google will give you extra respect for using hierarchical URLs. Don't forget that Google was developed by two clever mathematicians!
Depending on exactly what pages you plan to create for your website, there are several ways of naming a URL. For example, with regard to the example above, if you're going to write many different articles on the topic of "links," you could name your URLs as follows:
and so on. (In this example "how to obtain inbound links" is a sub-category of "links," and "links" is in turn a sub-category of "SEO." Furthermore, all three sets are related to each other: they are all about SEO.)
8. Use a high content-to-code ratio - Web marketing
Search engines will give your page a higher ranking if it has a lot of text relative to the amount of code. You should aim for a high signal-to-noise ratio on your page, which means that there should be more content than code. Open any page on the Internet, right-click on it and select "view source" (or its equivalent). If there is a lot more code than text, search engines are not going to love it.
If you are serious about SEO you will produce pages with good, clean HTML and will avoid anything that requires a lot of code. A small amount of HTML code and a lot of quality text is what search engines (and users) really love.
9. Split substantial articles into several page - Web marketing
If you write an article about a big topic, it is inevitable that the article will in fact deal with a number of sub-topics. In these cases you should split the article into several pages: one page for each subtopic. This has the following advantages:
a) you will be able to have highly focused search-engine optimisation that targets each specific page, instead of trying to optimize one enormous page for keywords that are relevant to only 10% of it. Remember that Google decides what content is about on a page-by-page basis: this means that every page should focus on one topic - only one;
b) users prefer to read articles that are split over several pages rather than articles that have the "toilet roll" format. The links that take you from one page to the next should have the target page's title as the anchor text (more about this later).
The page you are reading is an exception; pages with a list of tips generally work better as a single page, even if very long.
10. Avoid frames like the plagu - Web marketing
From the point of view of SEO, frames must rank amongst the most disastrous thing you can do. Users hate them, and search engines hate them even more. Put simply, search engines are not able to index websites that use frames; the most they can do is index your homepage. For all intents and purposes you will simply not be present in search engine indexes if your website uses frames. The brilliant Jakob Nielsen has more to say about why frames suck.
11. Avoid Flash like the plagu - Web marketing
After frames, Flash is the biggest enemy of SEO and usability. Search engines are not able to read Flash files. Therefore any text displayed on the Flash page will not be read by the search engines and will not give you any SEO benefit. As importantly, Flash is an enormous barrier between your website and its users. I have always found Flash-based websites extremely frustrating and very often leave before the homepage has even finished loading. In the rare occasions in which I waited for the home page to load, the website invariably turned out not to be worth the wait. Truly useful websites have indexable content, preferably in the HTML format. Good, clean, minimalist HTML code is the true friend of SEO. Do not use Flash if you are serious about SEO and getting real traffic from the search engines.
UPDATE: Google has greatly improved its ability to index Flash. It can now read textual content in any SWF file. The words that appear in these Flash files will be taken into account when the algorithm decides how to rank your page for a given query. Of course, text that is displayed graphically - as in a JPEG file, for example - will not be read by Google. It never has been, and will continue not to be.
I still hate Flash, and advise EVERYONE against using it, but if you really must, at least now you can be confident that its text data will be spidered and indexed by Google.
12. Interlink your pages - Web marketing
Every page on your website should have at least a couple of contextual links that point to other pages on your website. These links should follow naturally from the content of your page. For example, if your page mentions an SEO consultant, you can use those words to link to a page that is relevant to them.
That's a contextual link.
This will ensure that Google PageRank will be shared among your pages, and is an additional way of telling Google what your pages are about.
13. Put high-quality outbound links on every page - Web marketing
Every page of the content on your website should also have at least one contextual link that points to a high-quality external website. It has been shown experimentally that Google gives a higher ranking to pages that link to a high-quality external websites. In other words, other things being equal, a page with good outbound links will be placed higher in the search engine results pages than a page with no outbound links.
Deciding who to link to is relatively simple. Choose a word or group of words in your text and do a search on Google. Look at the top 3 or 4 websites and choose one that does not compete with you. Go back to your page and make those keywords the anchor text for an outbound link that points to that high-ranking external website. Google will love you for linking to a website that it deems to be of a high quality, especially if the link's anchor text has words for which that website ranks very high on Google. Doing this on every page in your website will have the following major advantages:
a) as mentioned above, Google will give you a higher placing in its results pages;
b) it shows your users that you are in good faith and not a sleazy spammer. Remember that the traffic you get from the higher Google ranking will massively outweigh the traffic you will lose through the outbound links, and in any case people will only leave your website if they have not found what they are looking for, in which case they would have left anyway. Outbound links will have the net effect of increasing your website traffic.
14. Produce an HTML sitemap - Web marketing
By "sitemap" I do not mean those special files that tell search engines about the structure and your website, although that kind of sitemap is a good idea too. In this instance I am referring to an HTML page that contains links to every single page on your website, just like a directory. There are two reasons that make such a page essential:
a) f or the purposes of SEO, no page should be more than two clicks away from your homepage. Search engines do not like pages that need a lot of clicks to be found. Furthermore, it makes every page on your website receive some of the Google PageRank of your homepage (the homepage will inevitably have a higher PageRank than any other page on the website);
b) it is extremely useful for users to be able to access any page on your website from a single page of links. In this way they can access a page very quickly, even if it is the last page of multi-page article.
15. Put the menu on the right - Web marketing
To make your website even more search engine- friendly, consider putting the menu on the right, as with this website. This will ensure that the first thing Google sees after the section is your content. This is because search engines read pages from top to bottom and from left to right. Putting the menu on the right-hand side ensures that search engines will come to it after your main content. This is related to having a high signal-to-noise ratio.
16. The <title> tag - Web marketing
This is vital because, like the h1 tag, it tells search engines what you claim your page to be about. The title tag should have the same contents as the h1 tag. The title tag for this page is:
17. Produce META tags with great care - Web marketing
There are three META tags of interest in SEO: ROBOTS, CONTENT and KEYWORDS. The first two are vital; the third no longer plays a big role.
The robots tag should be as follows:
The contents tag should be identical or similar to the title tag - it has been found that Google loves this. The content tag for this page is as follows:
In the dark ages of the pre-Google anarchy the keywords meta-tag was taken very seriously by the primordial search engines. Accordingly, the SERPs were dominated by spam websites that stuffed their meta-tags with keywords. Nowadays the keyword tag is almost irrelevant. By all means include it, but make absolutely sure that no keyword appears in the tag more than once. Do not put more than 20 words in the meta-tag. The keywords meta tag for this page is as follows:
<META NAME="keywords" CONTENT="SEO, tips, search, engine, optimization, Google"/>
18. Remember that search engines cannot read pictures - Web marketing
The essence of SEO is putting high-quality content on a page, and making sure that search engines can fully read and understand the content. This means that the heart of SEO is quality text. Any text that is displayed as a JPEG file or other graphics cannot be read by the search engines. Look at the source code of a webpage: that's what search engine can see. If you