SEO North Down
You wouldn't expect show up high up on the SERP to get a word or phrase which doesn't appear very often or not at
all on your website. Accordingly, in order to get the attention of the major search engines, we must ensure that our
key phrases and words actually appear on the website. This will unfortunately incorporate some tweaks or even re-
writes associated with pages or articles in order to thread these keywords and phrases into the website. There are
several areas where these key terms should appear. Examples are generally: - Page Content including articles - Page
Descriptions - the written text that appears in the top of your browser as soon as you visit a website. It's|This is
certainly also used in some search engines like yahoo in the search results. This information is included using "meta
tags" that happens to be hidden in the page source code. If the page is editable with a content management system
(CMS) they can usually be edited specifically - Keywords - Also hidden in meta tags and made use of by some search
engines - URLs - marketing promotions campaigns to have a page named "... /strategic-asset-management. html" as
compared to "... /page2. html Once again you can find tools to help test the relevance of a page in terms of
keywords and phrases. This is an iterative process and in some degree trial and error. The key thing may be to keep
the language as natural as possible whilst using the key words as often as probable - without going overboard. Too
much keyword density can lead to search engines such as Google removing a website from their index, when it
suspects foul enjoy.
Google uses a voting process to rank websites and pages in order of importance when deciding which pages to show
others in terms of the SERP. It is not the case that the site with more keywords gets to the superior. It all depends
on how important and relevant your site is for those keywords in the opinion of the google search. The specific
algorithms made use of by search engines are trade secrets and tend to be always being refined, but generally
Google works as follows: Each link back to a page on your website counts for a vote. You could therefore argue that
the more links you enjoy the better and this is usually partly true. However, Google is in addition interested in how
applicable that link is. It can tell in the event the website linking to yours has similar key phrases and words which is
therefore more relevant. Finally, if the website containing the back link contains a high Page Rank this adds weight.
For example, if the BBC or even Times Online (High Google page rank) ran an posting on Social Housing and had the
link social housing to a web site about social housing, this would increase the importance of that site for that key
phrase. Therefore, it is not really much the number of links that counts as the quality and relevance with the links.
That said, the more quality and relevant links you have, the higher up you're going to get. There is one last item to
say about back links. There are some back links you don't want to have. For example, just being a back link from your
BBC carries weight, a hyperlink from some black-listed web-sites will damage your ranks. Google know that some
disreputable "black hat" WEBSITE PLACEMENT consultants trade links to boost their rankings. Once Google discovers
such a site (or someone reports such a site), the site may be removed from its catalog.
SEO North-Down Search Engine Optimisation