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Laurie Turnbull
SEO & Digital Marketing
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In This article, we'll discuss the six fundamental questions you should ask yourself when trying to optimise your website for Search Engines. (And where you should focus your attention.)
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SEO Health Checks, as I call them, are worth their weight in gold and can mean the difference between website optimisation heaven and website optimisation hell.
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Report in your Google Webmaster Tools Account to see which keywords are giving you results in the SERP. It also gives the average position for each query so you can see where you might need to improve things a bit. If you want to get a bit smarter, use the Google Keyword Planner tool to figure out which keywords are the most relevant to your business and how competitive they are to target (ie difficult). You can then cross reference them against the Search Query Report and figure out where the quick wins are versus the longer-term opportunities.
Perhaps you would click on the big promotional image or find the navigation menu item for shoes. Whichever method you choose, they would both ultimately link to a category page listing each of the different brands of shoes available. The shop sells three brands of shoes and each brand has two product variations. As you can see from the sitemap illustration below, all of these pages are linked together in a logical and ordered hierarchy. This is important for three reasons: 1, a visitor to the website could visit any page directly or indirectly from any other page making it easy for them to navigate around the site without getting to any dead ends 2, Google bot can potentially index every page starting from the home page (which it typically does) and 3, the linked pages begin to create themes of content around your target keywords which strengthens their association with your website in Google's index.
Boosting internal links to strengthen keyword themes Page Rank is one of over 200 factors (according to Google) that are taken into account when determining where your website page is placed in the SERP. Note: see how Google explains Page Rank here. Two important factors affecting Page Rank are the number (and quality) of links pointing to any given website page and how related the content on these pages are to the page being linked to. This includes internal links. If we look back to our shoe example, if the online shop was optimising its content for the "Designer Shoes" category, it should probably rename the 'shoes category' page "Designer Shoes", make sure that the link was present on the home page and ensure that each of the brand and product pages included keywords around the "designer" theme linking back to the category page.
your website is in Google's eyes and the better chance it has of getting ranked. However, we arent just interested in the volume of links. What we're looking for is quality links as it is this factor that will have the greatest potential impact on rankings. There are many factors which impact on the quality of any given link to your website including: 1. the relevance of the keyword anchor text, the content on the linking page of the referral site and the content on the page it links to on your site 2. the domain authority of the referral root domain 3. the page authority/rank of the referral page 4. the number of links from a single root domain 5. the number of links from referral sites with high trust (a good example of this would be www.ird.govt.nz). Please only do'white hat' backlinking Over the last 18 months Google has released several ('Panda') updates to its algorithm which have been designed to squirrel out dodgy backlinking practices (often called 'black hat'). The net effect has been a lot of websites (legit and not so legit) dropping rankings. Whatever, you do, don't ever purchase links from websites or dodgy SEO companies which make false promises such as a 'guaranteed number 1' position in the Google SERP. It could all end in tears.
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