Optimising for Google
Optimising for Google is about ensuring that when someone enters a particular keyword into Google, that you have everything set up properly in a way that ensures that Google can find your site and present it in the search engine results page in a prominent position, ideally in the 'sweet spot' just below the paid ads.
There is no easy set formula to doing this. Google develop their logic, sometimes referred to as an algorithm and are frequently refining the algorithm to improve the way it works. Google are keen to support quality sites that have good content and to not support sites which are over engineered with the single aim of pushing them up the search engine ranks. Google do not publish their algorithm because if they did they know that every web author would rapidly change their sites to try and 'game' the system.
Optimising becomes a bit of a guessing game or a game of trial and error, of test and learn. What works one week might not work so well the next.
I offer an affordable search engine optimisation service based on what I have learnt that works. You will appreciate that I cannot make any absolute guarantees that it will work as effectively for your site. As always it depends on how much site optimization work I am able to do for you and the level of website optimization effort being expended by your competitors.
Key factors in improving a site's search position
Despite the constant changes in the rules about what position a site gets shown at in the search results, there are some factors that will always have a major influence:
- Number one is content i.e. the text that appears on each page. Content is king and so it should be. The text needs to be written in quality prose that would make sense to the average reader. It does not need to be stuffed with keywords to such an extent that it is nonsense.
- The meta description is important because that is what is shown in the search engine results page on Google. It is the first thing that your customer sees about your site. They won't see much - just a couple of sentences but it should be made as relevant to what they are looking for as possible.
- Browser page titles, title tags and headings are all important to pay attention to as these signal the content of the page both to the reader and to Google so need to be both relevant to the search that is being requested and to the textual content of the web page.
- Images can be used to enhance the design of the page or illustrate concepts. They can also be used to enhance keyword optimisation by the use of alternative text tags attached to them.