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Content Optimisation Guide To ensure optimum search engine optimisation, it is recommended that all content be published using this best practice guide Decide the main keyword(s) to optimise the page for Use the Keyword Research Report, together with Google Insights and Google Keyword Select Tools to find the primary and secondary keywords for each new page or piece of content you wish to create. Include the keyword in the page name (file name) Thinking about SEO right from when creating each page can help to further optimise your site and can mean the difference between a top half or bottom half of the page position. Keywords should be separated by hyphens rather than underscores for industry best practice. Include the keyword in the meta title (title tag) This is the most important part of the page for keyword use and displays as both the clickable link in search engine results and at the top of your browser window. The main keyword the page is being optimised for should be included as near to the beginning as possible. Ideally, the entire length of the title should be 66 characters as this is the maximum of what is displayed in the search engine results pages. Include the keyword in the meta description (meta description tag) This is the text which will usually be displayed under the meta title in search engine results. It is important to use keywords here to ensure the meta description is displayed by the search engines and keywords are highlighted in the description. The meta description should include a call to action within a limit of approximately 150 characters. Include the keyword in the main headers (H1 tag) This is the main heading on each page. Where possible, it is search engine optimisation best practice to include the main keywords from the page title and the H1 heading should match so that search engines can ascertain the primary keywords for the page. Include the keyword in the sub headers (H2, H3, H4 tags) These should incorporate the secondary keywords the page has been optimised for. Search engines give less importance to headers as the number increases. Therefore, H2 is less important than H1 and H3 is less important than H2 and so on. Keeping all main headers as H1 and all sub headers as H2 would be ideal. All text marked in headers is seen as more important than standard text.


2 Include the keyword in the body content (on page) This is the main body of content on each page. All content should incorporate the keywords within the standard text wherever possible, together with variations and alternative phrasings as this helps to match a wider range of user queries. Although it is important to note that writing content for search engine spiders should not take priority over writing content for human readers. Where relevant put keywords in bold as this helps search engines to see that the keyword is an important part of the page and therefore place your website higher in the results. However, do so sparingly and only where relevant. Include a call to action Every page should include a call to action, whether it be as simple as a “Add to basket” button or “follow this link for more information”. Don’t leave a user without a suggestion of where to go next. Add the keyword to the anchor text of internal links Wherever possible it is search engine best practice to include the keywords that each page has been optimised for within the internal linking structure. Therefore, when a link is added to a specific page of content (which includes press release and blog posts) the entire keyword and ideally only the keyword should be published as a hyperlink. E.g. More information about our twitter for business courses The best way to do this is when a new content page is created e.g. “Round the world flights” part of the publication process should be to find at least one other page on the site to link to it from using the keyword of the page being linked to as the anchor text. Note that links within body content are given more importance over links within lists of links such as links pages. Use the keyword in the file name of rich content including images and videos Wherever possible and relevant it is advised to name any images, videos and files (such as PDFs) on a page using the keywords of the page to which the content will be placed. When blogging, there is usually an opportunity to add tags and these can be again optimised for the keywords you wish to target. Ask 3rd parties to use the relevant keyword in external links in to your website pages Once you have published your newly optimised page of content, the next stage is to promote the content and get external 3rd party websites, blogs, forums, directories, social groups and magazines to link to that page. Securing a link from a website is a great achievement, but securing a link from a website with a good number of links pointing to it will pass some of that search engine reputation through to your site. It is worth noting that some links, particularly those from blogs and forums are “no follow” links by default, which means the search engine spiders are instructed not to pass the link equity on to your site, however this isn’t always the case as despite Wikipedia using no follow tags, some webmasters report an increase in site reputation after securing a link from this highly reputable site.


3 As with all content optimisation best practice for SEO, making sure the keyword is within the anchor text linking back to your site is the best practice option, so if you can get a link from a reputable, 3rd party site AND get them to use your keyword in the anchor text, you will probably only need to do this a handful of times to beat a site with 1000s of general links that don’t have keyword rich anchor text. Getting a link in to an optimised page of your site from a reputable 3rd party website using the same keyword in the anchor text as the page has been optimised for, is the MOST IMPORTANT and valuable type of search engine optimisation you can do.

Blog Optimisation Best Practice Guide The following are best practice recommendations for the maintenance of an onsite blog. Content Freshness Google will not re-crawl a website which does not get updated regularly, keeping content fresh is a key advantage for SEO. Maintaining your blog with posts once a week or every two weeks is a key factor in increasing crawl rates which will have a positive effect on your rankings. Web 2.0 Videos, podcasts, widgets and RSS are considered to produce a positive effect on your ranking because Google likes websites to harness all the latest technologies, keeping your site on the cutting edge. By adding social bookmarking and social networking not only shows your support of Web 2.0 but allows your visitors to engage and share your content with friends and other potential customers.

Keyword Optimisation and Internal Linking As with the main content on your site it is important to ensure that blogposts are optimised for specific keywords and that keyword rich links are created between blogposts and to pages on the main site. Post titles and urls should include the keywords. Keep to a keyword percentage of around 3-4%, so in every 100 words do not use your keywords more than 3 times. This is not a rule and can be broken if the keywords are needed to make the content engaging and readable. This rule keeps you from spamming your content with your top keywords, just keep them in mind when writing and planning your blog content.

Meta Data Page titles are the most important thing to optimise on each page of your blog. Not only are they the first place that search engine spiders look at to work out what the site is about, they are also displayed in the search results page after a user query; therefore writing these to include your most important keywords will make your site look more relevant to the potential visitor, increasing visibility and click through. In the case of a blog the meta title is normally taken from the blog post title so it is important to get a top keyword in the title of each of your blog posts. If you can write meta descriptions for your blog posts, they are important as they are displayed under the page title in the search results page. Any keyword that matches a searched-for term will be


4 displayed in bold, again making your website look more relevant to the potential visitor and also attracting their eye to your listing. Categories and Tags Blogs allow you to assign the post you have written to a specific category and apply tags to it. You can create these categories and tags which gives you another opportunity to optimise the blogpost for high search volume keywords. Categories are high level, all blogposts should sit within one of four or five categories. Tags are more specific and you can apply as many tags to a blogpost as is appropriate for the content.

Image Alt Tags When writing alt tags it is especially important to have your keyword phrase placed within these. Alt tags are the notices that appear when you mouse over an image. Alt tags provide search engines with references for image search. The alt tag should be no longer than 3- 5 words long and should include your target keyword phrases for that post.

Comments An important part of a blog and the key ingredient which makes it social are the comments. Stories, news items and blog posts are not static one-way communication like newspapers or magazines, they are open channels which let audiences become involved in debate and allow them to share their opinion. It’s important to set up the blog in such a way that comments do not instantly appear on a blog post. People could post advertising or offensive messages onto a blog, so it’s important that some moderation takes place. Comments should be reviewed as often as possible and replied to. This keeps the conversation moving and means readers are likely to return on multiple occasions to read responses.


Content optimisation guide