David Dunhill 25/10/2013 SEO,

We are continually being asked how to get a website to the top of Google. You must remember that Google is NOT the internet, Google is actually a website – yes a vastly huge website, but a website nevertheless. We cannot tell Google that we want to be placed at number 1 and neither can anyone else – if they say they can guarantee top placement read the small print or proceed with caution. No one can guarantee organic top placement!

What is SEO?

SEO is the art of adapting code used to write websites, changing content and creating links to a website to help market a website into major search engines such as Google, Yahoo, Bing and others.

To work effectively, SEO techniques need to be adopted, applied, tested and importantly continually adapted to keep up-to-date with the latest techniques.

At Ansta we have had many years of tried and tested methods of optimisation techniques. Our techniques are ethical and not designed to fool search engines. The techniques used will not black list your website and are aimed at longevity and not overnight success, therefore resulting in long term benefits for your website.

Choosing the keywords

If your website is selling ‘used car’ you must tell Google. How will Google know you sell used car unless you have the word ‘used car’ in the text? The same goes with longer phrases or long tail phrases to give them their correct name. A long tail example would be ‘used car sales in Sudbury, Suffolk’. The manner in which people search will determine the phrases you should consider. Using my example, imagine a world without AutoTrader and you are looking for a used Ford Focus. Here is my estimate of how the search process would go;

  1. Search for ‘car’ – too many results and not targeted
  2. Change search to ‘used car’ – again loads of results showing ALL makes and models
  3. Be more specific in my search, so change to ‘Ford Focus used car’ – great I have a list of websites selling used Ford Focus’s, but wait, I don’t want to travel to Scotland
  4. Change the search to ‘Ford Focus used car in Suffolk’ – great I have found a car for sale, but is it the right colour…!

So using this example, if you were a Suffolk car dealer selling Ford Focus’s concentrating on the phrase ‘car’ would be a waste of time, but ‘Ford Focus used car in Suffolk’ would drive targeted traffic to your website.

How do I ensure the site is ‘Optimised’ correctly

Once you have identified the keywords; the basics need to be applied to the website.

  • The <title> tag needs to contain the keyword / phrases with a short description approximately 70-80 characters long.
  • <meta name="keywords" content="xxx” /> needs to contain keywords / phrases separated with a comma, but MUST NOT contain any words that do not appear in the main body text. Google have admitted that they do not consider anything in the keywords tag but there are other search engines that do. There is no harm in utilising this tag.
  • <meta name="description" content=" xxx” /> needs to contain a description in approximately 350 characters that contains the keywords / phrases but with more details than the title tag.
  • <h1> this tag is the header tag which acts as a title for text within the page. Many people waste the use of this tag by adding ‘Welcome to our website’, who searches for ‘welcome to our website’??!! Use this header tag only once.
  • <h2>, <h3>…<h6> If you have other sub sections that need defining, uses these tags. Using the following as an example the structure should follow;

<h1> Main title
                <h2> Sub title
                                <h3> Sub, sub title
                                <h3> Sub, sub title

                <h2> Sub title
                                <h3> Sub, sub title

                <h2> Sub title

  • <strong> this tag is used to emphasis keywords / phrases and will appear as bold text.
  • URL’s – if possible change the URL’s to contain the keyword / phrases – for example www.a1cardealer.co.uk/used-ford-focus-suffolk

What not to do

Please, please, please do not do any of the following;

  • Keyword stuffing - putting every keyword you can think of in the keyword meta tag
  • Use small font size to add SEO content at the footer of the page
  • Hide any text without the user having the ability to view the text
  • Create a list of keywords in your main body text, make sure it is grammatically correct
  • Never enter text the same colour as the background to hide the text

The general rule is don't try and fool search engines, they have become wise to the 'old tricks' and will now penalise your website.

 

Those are the basic points, but position of keywords, linking to the website from external links and social media are all things to take into consideration.

Want to know more...?

If you want to read up on this subject the best place to start is with Google support community for webmasters.

https://support.google.com/webmasters/answer/35769?hl=en

If you need any help with the promotion of your website, please take a look at our online marketing page of speak to David on 01787 319658 or david@ansta.co.uk

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