Your content should be written
is the heart and soul of SEO. Firstly, excellent writing
is better for your users and is more likely to attract inbound
links. Secondly, Google has ways, some of them very subtle,
of determining just how good and useful a piece of writing
is. Write with your users in mind, with a view to giving them
the best and most useful experience possible. With regard
to Google's subtle ways of assessing the quality of a piece
of writing, you should avoid using the same keywords again
and again, even if it feels natural to do so. Instead, you
should use of a variety of synonyms for every keyword. This
makes your writing more readable and interesting, and also
persuades Google that your content is not run-of-the-mill
spam, but authoritative and useful.
The only thing Google respects
with some links pointing to it. Google considers web sites
that constantly add content much more useful than web sites
that add content infrequently. For this reason you should
set yourself a realistic target for the production of new
content and stick to it. Depending on how ambitious you are,
you can aim for one new page of content per day or per week.
Whatever you choose, remember that Google likes . It has an intrinsic preference
for web sites that focus on creating new content over web
sites that keep tweaking their existing content again and
again. In other words, Google wants to see that you are working
on producing new content, not on optimising content that you
already have on your web site. The ideal word count for each
page is between 500 and 1500 words.
sandbox is an incredibly useful tool that suggests
keywords and key phrases on the basis of what people have
been searching recently. For example, you might type "SEO
consultant" and the Google sandbox will tell you that,
in addition to searching for "SEO consultant," other
frequent searches are "SEO expert" and "SEO
services." Using the Google sandbox will give you an
inexhaustible supply of ideas for the creation of fresh content.
Put simply, you use Google's sandbox to find out what people
are searching for, and you then write content that targets
those keywords. The aim is, of course, to rank highly in the
search engine results pages (SERPs) for those queries.
The is one of the great secrets
of SEO. The h1 tag tells search engines that this is the main
title of the page ("heading #1"). The h1 tag is
an incredibly powerful tool and Google takes it seriously,
providing it is substantiated by the page's content. In other
words, the words in the h1 title tag should also appear in
the main text. Using the h1 tag is an excellent way to optimise
a page for specific keywords.
When you bold, italicize or underline
a word, Google assumes that this is one of your keywords.
You should therefore bold, italicize or underline some of
the keywords on your page.
Be very careful, because this can
also work against you: if you use bold, italics or underlining
on words that are not keywords, you will confuse Google and
will weaken the effect of these tags on your real keywords.
The keywords you are targeting
should appear in the main body of your text reasonably frequently,
but don't overdo it: a page that is stuffed with keywords
destroys the credibility of your web site and is easily identified
by Google as spam. Putting your keywords at the beginning
of the page, in most of the paragraphs, and somewhere near
the end will be quite sufficient. Do not forget the importance
of using synonyms too, as mentioned above.
Deciding the URL of a page is an
The page should have a file name that contains your keywords,
and the page should be in a directory that also has keywords
in its name. For both the directory and the page itself, the
keywords should be separated by dashes.
You should follow a sensible
rationale when deciding what to call directories and files;
it should reflect the hierarchical nature of your web site.
For example, if you are writing a page about screen printing
tips, a good URL for it would be:
Search engines will give your page
a higher ranking if it has a
You should aim for a high signal-to-noise ratio on your page,
which means that there should be . Open any page
on the Internet, right click on it and select "view source"
(or its equivalent). If there is a lot more code than text,
search engines are not going to love it.
If you are serious about SEO you will produce
pages with good, clean HTML and will avoid anything that requires
a lot of code. A small amount of HTML code and a lot of quality
text is what search engines (and users) really love.
If you write an article about a
big topic, it is inevitable that the article will in fact
deal with a number of sub-topics. In these cases you should
: one page for each subtopic.
This has the following two advantages:
a) You will be able to have highly focused
search-engine optimisation that targets each specific page,
instead of trying to optimise one enormous page for keywords
that are relevant to only 10% of it. Remember that Google
decides what content is about on a page-by-page basis: this
means that every page should focus on one topic - only one.
b) Users prefer to read articles that
than articles that have the "toilet roll" format.
The links that take you from one page to the next should have
From the point of view of SEO,
frames must rank amongst the most disastrous thing you can
do. Users hate them, and search engines hate them even more.
Put simply, search engines are not able to index web sites
that use frames; the most they can do is index your homepage.
For all intents and purposes you will simply not be present
in search engine indexes if your web site uses frames.