Just been having a look around some of our friends sites and I am still surprised at how many don’t get the basics right when it comes to search engine optimisation (SEO).
I think the trouble is most people think that SEO is hard and takes a lot of work. Well, it can be time consuming if you want to go the whole hog, but basic SEO is fairly simple. Don’t think of it as just getting up the rankings on Google, think of it as a service to those who want to see what you have to say. What you are trying to do is make it easy for them to find you and decide to pay you a visit – that second element is the oft forgotten part of the process.
So what can you do that doesn’t take huge amounts of time? Here’s 4 things you can do:
1. Treat every page as a landing page: When you think about it what is the liklihood of a saerch result returning your homepage? If someone searches for your organisation by name, then probably your home page is what they are looking for. But if the are searching for some information (say a play or a ballet or some artefact or other), then the chances are that information is not on your home page – it is going to be deeper into your site. So you need to think of the best way to let people find that page – so treat it as if it is its own home page.
2. Give every page a unique title: You’d be surprised how many websites have the same title for each page – this is not good, although it is easy. Not only important in SEO terms but it is the page title shown in a Google search result. By the way, Google uses the first 69 characters so make them count: it is your way to grab the readers’ attention. more on page titles…
3. Give every page a description: Another metatag that is often missed is the description. This gives you a chance to say what the page is about in a succint way. Google uses the first 156 characters in their search results, so it is this which will bring people to your site – no point of appearing high up the lists if they don’t click through. more on descriptions…
4. Give your pages real names: there are differing views on the importance of this in the SEO world, but I think it is good practice and a great help to your visitors. Even outside of search it is much easier to refer someone to a pagename that describes the content than a random stream of numbers and letter. more on page names…
For more SEO ideas take a look at Masque Arts Search Engine Optimisation.
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