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Creating the Optimum SEO Environment

Jay Whitelock

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Creating the Optimum SEO Environment

Environment | SEO

Before you make connections between the customer and your website. It’s important to have the correct website environment and infrastructure to be able to implement the keywords you have created based on your research.

Your website is potentially built on a CMS already, if it is not for SEO Wordpress comes highly recommended due to its versatility. That said, it should be possible to develop strong SEO ties on just about any CMS system with the correct elements included below:

1. Page Title. A page title the text you see at the top of a browser window is one of the most important on-page SEO factors and should contain at least one keyword or long-tail. Its also the page title as displayed in search results so needs to clearly make sense to the user.

2. Meta description. Meta data visible to search engines but not website visitors is an often overlooked opportunity to attract search traffic. Optimising meta descriptions does not directly influence search engine rankings, but is still a good practice. Including keywords in your meta description takes very little time.

3. Headings. If a piece of text appears larger or more prominent, its probably an HTML heading. You can verify this by checking the source code for corresponding <h1>, <h2> or <h3> tags. Ask your developer or webmaster if you need help. Also, most CMSs such as Wordpress, Drupal, Pimcore and blogging platforms automatically assign an <h1> tag to the main title of a page or blog article, or give you fields or toolbar buttons to do this manually without having to edit the source code.

4. CSS. CSS holds a template for the styling of your pages (font families, font sizes and colours), but also some parameters that affect styling (such as margins, padding, positioning and alignment of different elements). In the CSS, you define how headings, links, and other visual elements of the text should look. What does this have to do with your keywords? You can specify the same styling parameters within individual pages, in the HTML, but it will dilute your code. CSS avoids this, making it easier for search engines to find only the most relevant information.

5. Images. Images can enhance a users experience, but keep in mind the following:

● Dont use images excessively. More pictures means your page will take longer to load, which has a negative impact both on user experience and SEO.

● Search engines do not read images, only text, so always associate pictures with wording by using an HTML attribute known as ALT text. Keywords placed within the ALT text have little effect on SEO and regular SERP rankings, but are vital for image searches like on Google Images.

● Include keywords in your image file names. Again, this has little or no effect on SEO rankings, but will help to draw in traffic from image searches. Separate different keywords in the file name with a dash (-).

6. Domain and Associated Domain Info. Domains are important, mostly in terms of human preference. Studies show that .com is looked on more favorable than .net or.org.

In terms of the naming convention of your domain, it’s important to understand what makes sense in terms of SEO. If your brand name is something like Jerry’s Driving School, the obvious domain name might be www.JerrysDrivingSchool.com. However, for SEO, something that reflects your keyword search may be a superior SEO based domain name to hold. www.cheapdrivinglessonssydney.com may produce a higher level of visibility on search.

Search engines favour websites registered for longer periods of time, which they see as evidence of a commitment to the site by its owners. This helps the engines distinguish legitimate sites from spam or junk.

7. Google crawl date. When a search engine examines your website and logs all the pages therein, and maps all the links both internal (between pages) and external (inbound / outbound), we call this indexing or crawling.

Indexing or crawling is performed by bots, automated software agents created by the search engines. It helps to think of search bots (not to be confused with spam bots) as little spiders crawling the world wide web.

When Google crawls your site, it updates the information related to it, such as your keywords and other SEO factors. Therefore, you want Google to crawl your site often, especially if you regularly generate new content e.g. when you have a blog.

Simply producing more content blog posts, landing pages etc. will prompt Google and the other search engines to crawl your website when they recognise a change.

8. URL structure. URL (Uniform Resource Locator) is simply jargon for a web pages full address. For example, the Skypoynt blog has a URL of http://skypoynt.com/blog/ . A websites URL structure describes how the different URLs of all its pages connect with each other.

9. Multimedia rich elements. All of the above elements are essential, to give your website the edge, the ability to include video, social embeds, social sharing, feeds and other elements that will add from and not detract from the quality of your page will enhance your ability to reach the attention of the search engine.

Creating the optimum SEO environment is part of a series on The 7 highly Effective Steps to SEO , download the free ebook containing the full list below:

SEO Capture

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