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Search engine optimization is the process of improving a website's online search rank. This involves improving your web page content, adding new pages and links to your site and increasing your incoming links. Search engines like Google have developed algorithms that measure how well you meet their criteria for ranking sites high on their list (the top ten results). It has been found that approximately 70% of all searches are performed by people using the google search engine. Therefore it is important to ensure that you place yourself as highly ranked as possible in the SERPs. There are many factors that go into this including; title tags, meta description and keywords, quality links from other websites, backlinks and site architecture. We will look at each of these aspects in more detail below.

Title Tag

 

The title tag is one of the most important elements of SEO. The title tag should be short and concise whilst maintaining your desired keyword phrase. Search engines use the title tag to determine which is the best match when users click through to your website. For example if you had a small local business who sells flowers the title would be Flowers Online - Bristol & Bath Flower Delivery. Your title should contain between 60 and 80 characters with 50 being recommended. If the title contains too much text or contains an excessive amount of words than it may be considered spam and therefore penalised resulting in you not appearing in the top three results. Ensure your title clearly states what you do and does not contain any irrelevant information such as your logo or contact details.

 

Meta Description

 

This is another important element of SEO. Meta descriptions are used by search engines to display snippets of relevant information about your page within the search result. You can add a meta description up to 160 characters long. Make sure you include your targeted keyword phrase in this area. If you were selling flowers then the phrase would be "Flowers Online - Bristol & Bath Flower Delivery". Don't overuse keywords here as this will look unnatural and could cause your page to be flagged as spam.

 

Keyword Phrase

 

You can also use keywords in the URL. You want to make sure they are naturally occurring and not overly repetitive. The aim of this is to improve your page ranking and increase traffic. If you had a flower delivery company called Flowers Online - Bristol & Bath then your URL would be flowersonlinebristolbath.com. However if you had a flower delivery company called Bristol and Bath Flower Delivery then your URL would be bristolsandbathflowersdelivery.com. In both cases the URLs are still very similar so don't repeat the same word multiple times. Instead try making them slightly different but still convey the same meaning. Make sure that the keywords are natural and not artificial. Some people use keyword phrases like "best dog food" and "best pet food" when they just mean "dog food" and "pet food." Try to avoid overusing keywords as this will affect your rankings negatively.

 

Back Links

 

There are two main techniques to obtain back linking. One is reciprocal linking whereby you link back to websites that have linked to yours. Another technique is to build your own network of relevant websites and to link to those.

 

Reciprocal Linking

 

To get reciprocal linking you need to find other websites that link to your website. These can come from forums, blogs, social media etc. Once you have obtained some relevant back links make sure you check out the backlink profile of your competitor and see where there might be gaps. Add a link pointing towards your competitors website with a brief description of why you think it is relevant. This way they can reciprocate and link to you.

 

Build Your Own Network

 

If you don't know anyone else who runs a flower shop or florist in Bristol and Bath then it may be time to start building your own network. Use your knowledge of the area and your contacts to start building your own brand. Start networking with other local businesses. Get involved in local events where you can offer to provide catering services or entertainment. Create a buzz and people will start to seek you out. Once you have built up a good following then start promoting your company and products online.

 

Site Architecture

 

Your site architecture will also play a part in the success of your website. Your site should be easy to navigate and load quickly. Make sure you have a clear call-to-action on every page. Make sure the navigation menu is intuitively designed and the page loads quickly. Include videos and images to enhance the experience and to help users remember the information better. It is important that you continually monitor the performance of your website and take action where necessary. If you have made mistakes previously then correct those now. It is also useful to employ an external party to assess your site before investing too much time and money into it.