Website Optimization
Search engine Optimization can be split in to two factors: On page and Off page optimisation. On page begins the optimization with the website itself. This can be split into five areas keywords, hyper text mark up language (HTML) tags, content, URL rewrites and cascade style sheets (CSS). Keywords are targeted words within your site, giving it context with a search engine compared to what a user has queried.
Using the example of a climbing wall website in Liverpool, their keywords would be climbing, Liverpool, indoor etc. Careful analysis should be given to potential keywords relative to traffic and your target audience. HTML tags are read by the search engine crawlers for content quality, therefore keywords should be placed strategically within the html coding. Important areas to focus on include the title, meta and the Alt tags. Your title tag is most important, normally about 80 characters are displayed in the search engine result pages (SERPs) and allows users to put the site in to context. Secondly it's the first thing the Search Engine spiders will read, followed by the meta tag which gives a summary to the search engine of what the site is about. Both these tags hold high priority with the search engine algorithms.
Then there is content. A website must have good content targeted towards the user and to give the search engine a picture of what the site is about via keyword ratio to other text on the page. Having fresh content also allows for higher ranking, as the search engine believes that fresh content is more up to date therefore more relevant to a user, blog's are a good way to achieve this.
The next factor is URL rewrites. This changes a URL to a more readable format, allowing a search engine to index it more effectively. Then finally there is the CSS. This should be kept in an external file as a precaution not to slow the crawler down and be W3C compliant. Both will reduce crawler time as it only has a limit to each page, and an error in code will delay it's progress.
A combination of all these factors done correctly will raise your ranking with any search engine over time. A campaign of this nature takes six to twelve months although it is not instant. Once high enough a listing will remain at that level for a long period of time with little cost.
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