The Importance of Good SEO for your Web Page

Peter B. GiblettStarred Page By Peter B. Giblett, 26th Jan 2015 | Follow this author | RSS Feed
Posted in Wikinut>Business>IT & Ecommerce

Millions use Google on a daily basis, so if you have a website it is essential to be seen, preferably, on the first page of any search relating to your business specialty. The essential element here is making your keywords relevant and relating to the text or descriptors on your page.

Web Site Creation

In the prior article, Google will Ignore You if you Behave that Way!, I discussed the challenge of getting your article noticed from the standpoint of good article writing, this describes the needs of SEO from a viewpoint of getting web sites and the individual pages within them noticed. There are of course many similarities and the lessons from one arena usually do apply to the other.

Yet with building a web page there are certain things which do need to be done as standard that are not really relevant to article sites or blogs. To be noticed every web page should have, a Home page, pages for products or services, a Contact Us page, another called About or About Us. There are good reasons for these to be present, even if they only contain limited information about your business or brand, because they contribute to the SEO of the overall site, but let's start with first things first.

What is SEO?

Search Engine Optimization (SEO) is the process of enhancing your ranking as a part of the natural search results (e.g. that part of search results that are not adverts), this is the area searchers pay most attention to and are a vital element of visibility for any web page. Site designers need to spend time thinking about what needs to be indexed in order to make your page perform well and this may include making use of Google's localisation capabilities, which will pinpoint your business address in relation to the searcher's current location.

All search engines such as Google, Yahoo and Bing plus others will show primary search results based on the ranking formula applied by that company's software, where web pages are shown and ranked is based on factors the search engine considers most relevant to users, in fact Google has been researching search patterns for most of its existence, bringing about many changes to search and ranking of results.

This is the section of the results where no payment is involved and relates most to the SEO relevance of your page. It means creating keywords that are used to index each page independently within the search engine's database. When it comes to keywords you should consider the need for a Chinese wall between unrelated products you manufacture or supply, each page must be relevant to a specific product or service ONLY!

Pages on Your Web Site

It is important that whatever else you do is that each pages be individually ranked in the results of any search results, do not mix keywords between pages or unnecessarily cross-link pages on your site, if products or services provided are interrelated then link them, but many companies have two or three distinct marketplaces that they are active in and they should avoid any temptation to link these brands. Even when selling brands in the same marketplace there should be distinct differentiating factors, for example if a person browsing your site is looking for example at the budget brand car then do not interrupt them with advertising for the luxury model - they have reasons for their choice and such advertising may drive them away.

Thus as much attention needs to paid to the SEO requirements of the bargain basement brand as for the luxury model (but of course the pages for the luxury brand may have a little more zing to them).

After optimizing your site's content, page/meta tags, and URL structure, you will be looking to obtain more traffic from search engines by performing well in relevant searches for your marketplace, this can be tested once you know the needs of the marketplace (and it is the customers who really know what these are), one of the problems faced is that changing the number of views can often take time and can sometimes be difficult to track. Remember the old adage that the CEO knew that 80% of his marketing budget was wasted, trouble was he did not know which 80%, well today with search engines it is possible to track where a visitor comes from and the criteria of their search, yet not all visitors come from predictable searches.

URL Structure for Each Page

Using meaningful page names is one of the most significant steps to take because search engines prefer these names to be meaningful and to map as closely as possible to the title of the page shown. Web design software gives you many options, please do not take the easy approach by selecting the default choice (normally to have the software generate an internal code), like the following:

These seem good at first glance because they are not long winded, yet the challenge here is that the code "kwt6kjdo" has no descriptive elements. Search engines use information within the page's URL as a part of the ranking calculation, keywords that are used within the URL help promote the page in the results, so it would be better to have a page URL like:

This may be longer, but it complies with the needs of the search engines and they are vital when it comes to page ranking and is of particular importance when your organisation uses a Blog to enhance visibility or as a means of communicating with clientèle.

Top Key Words

Of some relevance may be Google's top key words used for searches, this is more important in certain industries than others. "Life insurance", for example, is one of the most popular search terms on the Internet, so if you are a new start-up offering a radical new type of life policy then breaking into the search rankings comes as quite a challenge, if you are a broker offering such products then you need to take advantage of localised results to bring people to your physical door on the street.

A Social Media or SEO specialist will be able to assist here with your marketing efforts because they can ensure each page of your website is correctly focused, uses the correct keywords and will help you get you web page noticed through social media. Of course every business seeks a viral presence, but most (including many famous brands) have to make do with being well known.

The key to going viral is in part having good SEO, but it is largely about a brand's values and its social media presence (and social media coincidentally provides ample opportunity to build links back to your page, without advertising). Yet of course viral campaigns have a limited lifetime e.g. they trend for a week then flatten off, often it is better to have a steady flow of visitors and have a good conversion rate while they are on your website.

Many Other Ways to get the Word Out!

Less emphasis has been placed on the value of articles (e.g. reviews) and links to them from other sites and part of the challenge is the rules that each site may place on publication, Sites (like Wikinut) that make their revenue from advertising tend to ban commercial links, this means it is not possible to link to any page that says "Purchase my Product!" and what this means is if the target of a link gives prices or and opportunity to purchase then the link will not be permitted.

Yet there are thousands of people writing on the Internet every day and there is a chance that some will comment about your products and provide links, a savvy SEO or Social Media partner will also find ways to link to your site from seemingly independent locations, but to build a mass of unique and independent articles requires a lot of effort and is beyond the average company's budget.

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Meet the author

author avatar Peter B. Giblett
Author of "Is your Business Ready? For the Social Media Revolution"

Social media consultant, with C-Level background.

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author avatar Mark Gordon Brown
1st Feb 2015 (#)

This is a very good indepth guide to SEO, I wrote a sort of brief article which touched on these points, but this is superior.

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author avatar Carol Roach
1st Feb 2015 (#)

very good points, all though I am well versed in SEO I forget on sites likes these to do it

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author avatar viewgreen
1st Feb 2015 (#)

Educative article and thank you for sharing this valuable information. Awesome sir!

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author avatar GV Rama Rao
1st Feb 2015 (#)

Thanks for your useful tips. I appreciate your efforts to educate us in finer points.

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author avatar Retired
2nd Feb 2015 (#)

SEO is what takes the fun out of writing.

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author avatar Peter B. Giblett
2nd Feb 2015 (#)

That may be so, but it is still a vital part of the publication process.

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author avatar snerfu
2nd Feb 2015 (#)

Yes it certainly helps when you write right and not leave out important words like 'breakfast', 'dinner' or 'mid-night snack' from your article. Everybody loves them.

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author avatar Sivaramakrishnan A
2nd Feb 2015 (#)

Keeping SEO in mind when writing helps us to stay focused on the subject matter. Another incisive, informative post, thanks Peter - siva

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