As we noted in the previous article on page optimization is not just about optimizing for the search engines, it’s also about making the experience for your visitors memorable, so that they want to come back for more and so that they buy from you.
So make your site content rich and something that you would want to visit and read, if you wouldn’t want to visit your own site why would anyone else? Use you key words within your text but don’t make it look like a list of phrases, use them throughout the pages on your site. Once you’ve done this you can concentrate on the other factors.
Make your site W3 compliant, many of the things that W3 makes you comply with help with Search Engine Placement, things like making sure every image has an alt tag, use your key phrases and variants of them here. Make sure that every page on your site has a title that contains at least one of your key phrases and try to make the key phrase the beginning of the title. Make the title on each page unique to that page, from a visitor and a search engine point of view there is nothing worse than a title that says ABC inc.
Use the heading statement with your key phrases, the search engines regard headings as very important, you should also be highlighting these to your visitors so that they know and understand what you are all about. Bold text used correctly is effective form an SEO and a marketing point of view.
Many SEO companies will tell you meta tags are a waste of time and have no relevance, for SEO that may well be true to a point, but ask yourself this, what is the first thing you see after the title in a search engine? You got it, the meta description, so make it informative and sell yourself, this is the sign on the door that says please come inside, and again make it different on every page.
Use colours on your site that make it easy for your visitors to see but don’t go for nasty colours that look over the top, gray or black text on a white or off white background is still the favourite for most business sites, colour around the border works well. Use coloured text for highlighting points.
Another thing I believe in from a true marketing point of view is what I refer to as â€˜The Call To Action’. What I mean here is if you need your visitor to contact you make it easy for them to do it, give them a contact form in their face. If you need them to click a button to buy something make it obvious for them. Have you ever noticed in all the direct marketing stuff you get in your mail everyday they tell you exactly what you need to do. Do the same to you visitors. It works trust me, we have one client who we moved their property request form buried in their site to their home page, their enquiries has gone form one or two a day to around twenty a day.
Remember these are only very broad guidelines, but if you follow them, you will have a successful site. We will cover the off page requirements in our next article.