Web site and meta tag optimization
Optimizing
the content and the Meta tags of your main site pages
will make the most of each page's visibility on
the Internet and will increase the likelihood of people finding
your Web site. This is particularly important for the
title and description tags as these are the tags searchers will
see when results are returned.
Each major page should have customized
Meta tags that focus on the content of that page. SEOP
will analyze your page content and make recommendations
as to the best wording for your Meta tags.
Although not all search engines give as
high priority to meta tags as they once did it is still
a good policy to both have them
and have them properly structured.
Informational
pages
Information pages (often
wrongly termed doorway pages and rightly frowned
upon) are Web pages that are created with keyword/phrase
rich
content
focusing
on individual product(s) range(s) providing themed
and relevant product information.
Their purpose is
to provide a
web page that the search engines can index achieving
a higher ranking
in the search engines for
a
particular
keyword
or keyword
phrase
groupings.
This is particularly important
in situations where exisiting web pages are not suitable
or able
to be optimised effectively using normal copywriting
techniques eg flash or graphically heavy pages.
Controversy
There is some controversy regarding
whether search engines regard 'information' pages
as 'doorway / hallway' pages, and an attempt to spam
them, and downgrade both the
page and the web site.
In our experience, if
pages are properly constructed, created for the right
reason, content-rich and complementary to the overall
theme of the site, in
many
cases providing
an extension to detail of existing product description
and pages, they will be treated as such and, in our
experience and that of existing clients, indexed accordingly.
Care
is always taken to create content-rich pages
that comply with current
search engine guidelines. Every search engine has
its own indexing algorithms and rate submitted web
pages differently. This affects the way they
rank
the pages of your site.
For
instance, search engines factor in the weight and
position of keywords in their
placement algorithms and rank pages along themes.
Keyword weight
is the number
of times a particular keyword appears on your
Web page compared to
the
total number
of
words on that same page.
Some
of the search engines prefer a higher keyword weight
and others prefer a significantly
lower weight and rank pages and whole sites
accordingly. Some prefer longer pages, while many prefer
shorter
content. It is difficult to create one quality
page that will effectively rank well in all
of the major search
engines for all of your desired keyword phrases.
Information pages are benefit to search engine operation
Information
pages function as bridges to your actual site. They
allow you to effectively optimize
your Web site's placement
without having to redesign your Web site.
When
creating information pages for clients, great care
is taken to ensure that pages are attractive, unique,
content-rich, and
comply with current advisable guidelines.
When used appropriately, we believe that information pages
are actually of benefit to search engines in enabling them
to properly index the content of your web site for the
benefit of your potential visitors rather than the reverse.
At
SEOP we stay up-to-date in this ever-changing industry
by continually researching current
trends and experimenting with new techniques.
As a company,
we are looking to establish
long-term relationships with our clients
by offering a high calibre of leading
edge Web
site promotion
services.
Keyword/Phrase Selection
Finding the right keywords or keyword phrases on the surface
appears to be a straightforward
process of using the service or product you provide
as the main search term.
Unfortunately, there may be many
companies providing similar or the same service and
a search for a particular
keyword can return thousands if
not millions of pages to choose from. The difficulty
is getting your site
to the top of the listings using
a particular keyword being used by many, many other
companies.
This
process can be improved by using
keyword phrases that are more specific and targeted
at niche
segments of
your target market by either localizing
with place, town or location or extension to product
description
eg ‘diver’s
watch’ as against ‘watches’, ‘sports
watch/chronometer’, etc or ‘house
sales’, ‘4
bedroom house sales perth’ as
against a simple ‘house
sales’ phrase. These are simplified
examples but the principle when followed
and combined with creating
pages, either existing or new, helps
to focus and present themed content
to the search engines
and drive page rank
higher.
This process not only helps improve page positioning in
the search engines but should also bring more qualified
leads having reached your site with a more focused and
specific search criteria.
Page Placement Maintenance
Once achieved it is important that your search engine
ranking are maintained to ensure long-term return
on the investment
made to achieve top place
page rankings.
Search engines are continually changing
and improving their
indexing algorithms and criteria in an effort
to provide
the most relevant search
results. To ensure your pages retain their top place
ranking and are not dropped
as new pages are added
to their database. It is important that
your page rankings are
monitored on a regular basis.
SEOP provide a range of
maintenance programmes to suit your budget and marketing
objectives. Monthly
reports
are provided showing
your search engine page positions in relation to your
chosen keywords and phrases with suggestions
made, action taken and
pages resubmitted to maintain your search engine
placings.
Your web site
is there to raise
awareness and present your companies services or goods
to potential customers, and like any
form of promotional
activity has to be undertaken in a consistent and on-going
basis. Search engine page placement
is no different if
hard-earned page rankings are to be maintained.
SEOP
evaluates new and current search engine industry
thinking and techniques
providing a consultancy service to customers
ensuring you have the most up-to-date methods
available, based
on current knowledge, to help maintain your search
engine positions.
Directory
submission
Directories such as Yahoo, Open Directory, Looksmart,
and others use
different techniques and do not use spiders or robots
to index your site. These are directory based
engines which
normally require only a single submission, a single
time and often use humans to monitor submissions.
Most require
you to navigate their site to find the best
categories for
listing your site from among thousands of choices.
A
single good listing on Looksmart or Open Directory,
for example, can gain you
top rankings
on dozens of major search engines since the listings
are "syndicated" for
use on other sites.
Since these submissions will have such a great
influence over the rankings
and traffic
you will
receive for years
to come, it is critical the submission is properly
carried out the first
time. Getting a
directory engine to change your listing later can
be difficult
to impossible.
SEOP
will ensure these
are entered correctly
for each directory
submitted.
SEOP has the knowledge,
expertise and experience to promote your web site
Each
and every web site like every business is different.
SEOP
understands this and offers a range of maintenance
programmes
tailored to suit both budget and business objectives.
Our business objective is to achieve the highest search
engine positions for clients and to keep them there! |
