SEO - Website Optimisation

Web Content Optimisation

by Mike Briggs
of http://www.oyster-web.co.uk

Last updated: 11 Sep 2007

For every Web Site that needs optimization a different technique is required due to unique factors like number of competitors, optimal key phrases, target audience, type of market, type of site and so on. However, there are some common steps taken as part of most web site optimization projects.

Web site optimization focuses on "on page" factors and "off page" factors like body content, keywords, anchor text, titles, description, meta tags and link analysis.

Optimising Web Site Text Content

When writing Content for the web one needs to ensure it is quality content that is relevant and uniquely useful to visitors.

Breaking the text into a logical structure - headings, paragraphs - and including only the optimal amount of text per page is equally important not just for search engines but mainly for users.

Put emphasis on ideas by utilising one key idea per paragraph and highlighting in bold or italics the point one desires to get across.

Optimising the content for users also means using short phrases, keyword rich paragraphs and less stop words. That way, the text is easy to scan, read and understand.

For Search Engine benefits, place the main content as near the top of the page as possible.

Keyword optimization

After carefully choosing the right Keywords to target, they need to be implemented in the informational content of the page.

Keywords should not be "stuffed" in the text, they should be part of it as all other ideas expressed in it are. A search engine does not like text that doesn't make sense.

Optimize for users and search engines by making sure the text sounds natural and relaxed when read out loud.

It's important to carefully weigh distribution of keywords on the page.

Use of various word combinations (ultimately new key phrases), plural, singular, changing keyword proximity is a good technique to target additional keyphrases.

Writing keyword rich, optimised page titles

Page titles should be equally descriptive and keyword rich without overdoing it.

Page titles should make sense and entice the user to click on the link.

The main key phrase should be mentioned while preserving the possibility to target an additional key phrase.

Optimization of meta tags

The meta description tag should mention what can be found on the page. Sometimes search engines may use it as the descriptive snippet on search engine result pages (SERPs).

The keyword meta tag should not be "stuffed with keywords but rather comprise a balanced set of keywords that can actually be found in the content of the page.

Optimization of anchor text

Writing descriptive, keyword-rich Anchor Text (or link titles) can be very beneficial in theming your site - helping the search engines value your site as a whole rather than each page separately - as well as helping the ranking of the linked pages.

Oyster Web can offer you Search Engine Optimization consultancy free of charge and help you improve your rankings in all the major search engines. Contacting us for a free consultation does not commit you in any way. However, it can help you form an idea on how much could be done to improve your site's position in search engine results pages.