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2. Why You Need Content

  1. 1. Understand Your Audience & User Intent
  2. SEO & website design: Everything you need to know
  3. Search Engine Optimization (SEO) Starter Guide - Search Console Help
  4. 2. Go Beyond Google Search

If the links are coming from well-known and trusted sites, your ranking will be positively affected. Getting links this way, is a violation of Google guidelines and most probably it will also result in a Google Penalty. You can read this article on how to approach link building but your primary focus not be how to get links but how to create good quality content for your web site.

1. Understand Your Audience & User Intent

If you try to buy links or get them the easy way, you may have temporary success and then see your website disappearing from the top pages after the next Google update. It is not Internet Marketing as such but it can be part of your overall Internet Marketing campaign which normally includes other things like social media promotion, content strategy etc. In other words, if you try to SEO a website with not very good content your chances of succeeding in the long term are minimum. On the other hand, a website with good content can do well with or without SEO.

SEO will just give the web site an extra boost. To sum it up, Search engine optimization or SEO is a way to optimize your website so that search engines will understand it better and give you higher rankings. It is important since a good SEO approach can drive more traffic to your website, blog or on-line store and gain more customers, make sales and fulfill your business objectives.

SEO & website design: Everything you need to know

Search engines have four functions—crawling, building an index, calculating relevancy and rankings, and serving results. Search engines index all of this information so that they can run search queries efficiently. Search engines create these databases by performing periodic crawls of the Internet. They must weigh the value of each page and the value of the words that appear on it. Search engines employ secret algorithms mathematical formulas to determine the value they place on such elements as inbound and outbound links, density of keywords and placement of words within the site structure, all of which may affect your SEO ranking.

Search engines have difficulty indexing multimedia, but there are workarounds which will be discussed later in the booklet. The newest trend in search engines, and likely the future of search in general, is to move away from keyword-based searches to concept-based personalized searches. When a person clicks on certain search results, search engines like Google, Bing and others record this information to collect trends of interest and then will personalize the search results based on specific interests.

This is still a developing field, but appears to have good potential in making searches more relevant. The following pages outline SEO techniques that will help you to draw more visitors to your website. The ultimate goal of search engine optimization is to boost your revenue by driving traffic to your website. However, there are other important objectives:. When planning your search engine optimization strategy, bear in mind that, although many site owners seek a 1 ranking, search engines want the 1 result to be the one that offers the most value to users.

Unless your website offers this, it may be unrealistic for you to expect to get to that position. Be realistic when setting your objectives. Many small business owners hire the services of an SEO expert to optimize their websites. If you would prefer to do it yourself, here are some questions to ask yourself first:. If you are satisfied with the answers and your preference is still the do-it-yourself approach, here are some guidelines:. Because SEO is such a specialized and ever-changing world, you should consider working with an expert. The best time to hire an SEO specialist is either at the creation of a new website or the major redesign of an existing one.

This will ensure that you implement the necessary steps to make your site optimized right from the start. Here is a list of key questions to ask to help in choosing an SEO specialist:. Caution: Be wary of emails that may appear legitimate but are often spammers offering SEO services and claiming they can "Guarantee 1 Ranking". Knowing what keywords your target audience will use to find the products or services that you offer is the most critical consideration in search engine optimization.

Put yourself in the shoes of your prospects and start by brainstorming all the keyword phrases they might use, both single words and up to four or five keyword phrases called long tail keywords. An analysis of search behaviour typically shows that, when people use a one word or two word search phrase, they are at the beginning stages of their research, whereas use of a four or five plus keyword phrase reveals they are close to the "buying" stage e.

SEO involves a wide range of techniques, some of which you may be able to do yourself and others that will require web development expertise.

Search Engine Optimization (SEO) Starter Guide - Search Console Help

Techniques include increasing the number of links from other websites to your web pages, editing the content of the website, reorganizing the structure of your website, and coding changes. It also involves addressing problems that might prevent search engines from fully "crawling" a website. On page optimization includes those techniques that can be done on the pages of a website. On page optimization relates to those things that are within your control — i. On page optimization techniques help the search engine crawlers read the website content.

A readable site helps to show quality and will result in higher ranked web pages. Review the following with your website developer to ensure that all these items have been considered:. Off page optimization includes those techniques that can be done outside your website to increase traffic to your website.

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The various free off page optimization techniques also known as free traffic sources that you can use to drive traffic to your website and increase its ranking level in major search engines include link swaps, blogging, social networks, white papers, infographics and forum postings. Google PageRank is a system for ranking web pages used by the Google search engine. PageRank assesses the extent and quality of web pages that link to your web pages.

Because Google is currently one of the most popular search engines worldwide, the ranking of your web pages received on Google PageRank will affect the number of visitors to your website. Techniques to improve your page rank are discussed below. This table highlights some tips for increasing link popularity. For best results, ensure that links to your website are relevant. Site owners used to be satisfied simply to attract traffic to their sites; now they want to know what is working, such as which keywords most often lead to a sale.

If you're trying to sell a product or service through your website, knowing the keywords that lead to this conversion at a high rate is an enormously valuable marketing asset. With this knowledge, you can adjust your site content accordingly. The three major search engines, Google, Bing and Yahoo, have webmaster tools that you as a site owner can sign up for at no cost to manage your website statistics, submit your content and site map and view diagnostic errors, malware or other concerns that the search engines find from indexing your site.

You can also see broken links and the pages from where they originate in order to fix them quickly. You require a Google account to set up a Google Webmaster tools account.

  • How to Make Google Love Your Website: Technical SEO & Linking (SEO Part 2)....
  • 10 Important SEO Trends You Need to Know.
  • Through Minds’ Eyes.
  • Verified site owners can see information about how Google crawls, indexes and ranks your site. One of the key indicators that can be gathered from this tool is an understanding of the keywords that visitors to your site are using, and then comparing them to the keywords that Google finds on your site.

    You can modify your content to reduce the "Bounce Rate", which occurs when someone enters your site, doesn't find what they like and leaves before proceeding to any other part of the site. Yahoo and Bing have now merged together to offer Bing Webmaster Tools. Getting started involves setting up a Bing webmaster tools account, then validating your website, creating and uploading a sitemap and developing a search optimization plan. You should sign up for both. You should regularly check your search results on the main search engines.

    Type in keywords or phrases that describe your business to find out how it ranks in the search engine results pages. You can also use various online tools e.

    2. Go Beyond Google Search

    Key performance indicators KPIs to monitor include the number of landing pages you have, the bounce rate of those pages and the number of keywords driving traffic to each of those landing pages. You can look at the following metrics to track your optimization progress and help you make decisions to improve your website and your marketing strategies:.

    User intention types

    Telephone: Facsimile: E-mail: E-Business ontario. This publication is part of an E-Business Toolkit which includes a series of booklets on advanced e-business topics and an introductory handbook How You Can Profit from E-Business. The entire Toolkit is available at ontario. Skip to main content.

    Increasing traffic to your website through search engine optimization techniques. Recommended for you E-Business toolkit. The goal here is to establish what your customers are looking for when they find you and how to capture them when they don't yet know how much they need you. Once you've compiled a nice set of keywords, you'll want to. Having a keyword or a key phrase for every one of your website's pages will help you focus that page's content.

    Plus, Google will then learn what that page is about and help direct traffic there if they find a search query that is related. Remember, the goal is to help Google classify your content.

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    Make it as easy as possible to for Google to know what your page is all about. A meta description is made up of characters and tells Google and your visitors what is on your page. For example, it's the basic black text under the clickable headline in a Google search. You want this meta description to be in an active voice and tell the users exactly what to expect. Search engines have also become smarter with reading sentences, so make sure you sound like a human when writing this.

    Don't fill up your meta description with a bunch of relevant keywords like, "lamp, home accessories, lighting, furniture".