Inbound

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  • White Hat SEO

    There are 8 main components which determine your ranking on search engines:

    1.  Site Quality and Content

    Create useful and comprehensive content that’s related to your market to keep your  visitors  there. Adding  keyword-rich text  that  makes sense and serves the concept of the web page improves your ranking and keeps your visitors interested. The more text, the better for search engine  spiders  when they  index a  website, it  is  strongly recommended that  your  homepage  has  at  least  200-300 “visible” words. Moreover, the search engine spiders crawl especially the first 20 words  of  your  website  so try  to keep an eye  on them  and make  them  really  relevant  to what your site is about.

    In addition, valuable, dense and regularly updated content is one of the most important items you need for  your  website  because  visitors  who  stay  longer  while  visiting  a  website  help measure  the  popularity  of  the  site  in the  search engines.  Therefore  try  to put  at  your homepage  such elements, content  of  which you will  change  regularly, e. g. news, events, recent articles etc.

    2.  Site Title

    It  is  the  most  powerful  SEO  technique  you have, so use  it  creatively!  When search engine results are displayed the title is the first thing people see.

    Thus  each page  should  have  a  different  <title>  with 2 or  3 of  your  keyword phrases  at  the beginning. The  title  should  explain in a  few  short  words  (your  keywords)  the  intent  of  the page. Don’t  put  your  company  name  first  –  place  your  keywords  first  and if  you feel  you absolutely must have the company name in the title add it second.

    Despite  its  importance, rather  do not  overdo it  with the  length of  the  <title>  tag;  50-80 characters  including  spaces  should be  appropriate. And do not  just  list  your  keywords, because  you then risk  being  considered as  spamming. Rather  try  to remain as  close  to  a readable sentence as possible. You also should make the title enticing, so that the viewers of search engines listings will also click to see your website.

    Below the <title> is a <description> which will be generally the first sentence on at page. The Description  Meta  tag  is  also fairly  important. Your  description should also  have  2 or  3 of your keyword phrases at the beginning as so should your first sentence. Just like the <title> tag, reflect  the  content  and  try  to keep there  no more  than 250 characters  including  spaces. Change the words around enough so that you can hit various typings of your keywords.

    You should have a different title, description and first sentence on each page. You many also want  to try  shorter  titles  with only  one  keyword or  keyword phrase  as  this  will  raise  you keyword relevance. Also you can consider putting your domain name at the very end of the title.




    3.  Meta Tags

    Although many  people  incorrectly  rely  on them  when performing  SEO, META  tags  have decreased in importance recently, but are still worth using for clarity and search results. Their initial purpose was to help search engines find out important information about your page that they might have had difficulty determining otherwise.

    The Keyword tag is now the least important but is still used by some engines. As you never know when the rules of the search engines will change, or a new engine will want them, so take the time to include these tags in all your web pages. We recommend you do not overdo it with meta  tags  as  well;  your  Keyword Meta  should  not  exceed 1024 characters  including spaces.

    If  your  site  especially  interesting  for  a  specific  geographic  location be  sure  to include  the actual location in your keyword meta.

    When performing SEO, you should always use the same keywords which also appear in the copy  of  your  page, title  tag, meta  description etc. Any  keyword phrases  which  are  used in your meta tags only, will not have enough prominence to help your listings for that phrase.

    4.  Good Navigation

    Having  good navigation is  important  to the  indexing  of  your  web pages. There  is  nothing worse  than arriving  at  a  website  and having  difficulty  understanding  where  to go for  the information you are  seeking. Have  easy  to use, clearly  marked navigation so your  visitors click through instead of click-away in frustration.

    5.  Right Keywords

    Use  your  keywords  both low  and high on the  web page, keywords  should be  in the  first sentence  and in the  last one. Keep in mind that  for the  target  audience to find a  site  on  the search engines, the  page  must  contain keyword phrases  that  match the  phrases  the  target audience is typing into search queries.

    The  first  step before  starting  your  SEO  (and PPC  campaigns  as  well)  is  to make  the  best keywords  list  possible.   It  is  a  fundamental  step  that  will  have  a  strong  impact  on your campaign success. Avoid expensive  general  keywords:  you will  certainly  get  a  high rate  of impressions, but not necessarily high conversion sales. Focus on specific key phrases that will get more highly targeted people to your site.

    I would advise you to apply the following methodology to choose the right words:

    1)        Organize  a  brainstorming  with your  co-workers, business  partners, friends  and relatives to find keywords relevant to your business. Focus on the needs of your target audience, what they would type in when looking for your products.

    2)        Try to make a list of 100 keywords minimum. Providing that you barely reach this goal, do use  search term  suggestion tool  (such  as         www.inventory.overture.com or www.wordtracker.info). Yahoo!  Search Marketing  (formerly  Overture)  also comes  with a  keyword suggestion tool, available to Yahoo! Search Marketing advertisers only.

    3)        Don’t  forget  dashes, apostrophes, spelling  variations, plural  versions  and paste  tense. Your  potential  customers  will  not  search a  keyword in the  same  way. For  instance: website, web site, web-site.

    4)        Check out your competitors’ webpages for ideas. View the source HTML code and take a look at keywords in their meta tags. They could be a good tip for yours!

    5)        When you are combining your SEO with PPC advertising campaigns, it is very helpful to use tracking results from Google Adwords or Yahoo! Search Marketing to revalue your keyword list. Try  to put  emphasis  on those  which gain the  highest  number  of  clicks  in your PPC campaigns.

    6.  Site Popularity

    As  determined by  the  number, quality  and type  of  linked pages, most search engines don’t even consider web sites if there  is  not  at  least  one  or  two links  pointing  to the  web site. Links  from  other  popular  websites  back to your website  are  one  way  of  increasing  your  site’s  popularity.

    Finding  websites  with similar  content  (but  not  your competitors) and high link popularity, then trading links tobe  posted on each site, is  one  way  of  increasing your  site popularity.

    7.  In-site Cross Linking

    Get all of your web pages indexed by the search engines by implementing your sitemap. Your web pages should be no more than three clicks away from the home page. On every page you should link back to your home page and your main service(s) or product (s).

    8.  Web Site Design

    This is also important, if you want to get indexed! Text content should outweigh the HTML content. The pages should validate and be usable in all of today’s leading edge browsers. Stay away from Frames, Flash,  Javascript, Image  Maps, and Dynamic  URLs, search engines dislike them all a lot.

    One prudent tool to use is the “alt” attribute of pictures on your site. You simply describe the pictures and this description can include your keywords. It is essential not to put more than 2-3 keywords to one picture.

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