Studies have shown that 84% of all initial website discoveries are from the search engines (Forrester Research). Therefore it is essential your company website is optimised to be as high as possible in the rankings of the major search engines. If your website is located beyond the fourth page it is unlikely to get much, if any attention. This is the single most important aspect of web marketing.
Good search engine optimisation (SEO) requires the best keywords and key phrases for your site – the most popular and relevant terms people use to search for your products and services, not forgetting other terms including business location and coverage.
The location of keywords is important. The most popular keywords need to be located towards the top of your text, preferably in the title or section headings. Less important are meta tags, in fact most major search engines now completely ignore them. Never the less the meta title and meta description is important. Some search engines use these as the descriptions of your products and services in the their listings. Google and increasingly other search engines look at the text content in the proximity to the key terms searched.
Another way, although not so important, of getting keywords into your HTML is via ALT tags. These are verbal descriptions and alternatives to graphical images. They act as an alternative for browsers that have their graphics turned off.
Established links are increasingly important. This requires talking to the controllers of other related websites and placing a link to each other’s sites. These might include business partners, suppliers or sites that offer related products and services. This all serves to get a higher ranking on the search engine listings. There is just one word of caution. Make sure the website you intend to place a link to does not already have a bad search engine rating and avoid link farms or FFA (Free for All) sites as all these could get your website penalised.
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