Search engine optimisation: Tips to get started23 February 2006
The benefits of utilising search engine optimisation to direct internet traffic to your website are apparently wide-reaching - 300 million searches a day hints at a potential consumer market that no business can afford to miss.
In addition to this impressive statistic, a recent survey found that most internet users locate sites they want to visit using search engines - even for popular sites, the addresses for which they know.
The poll from Nielsen/NetRatings report found that 43 per cent of online searchers use the search box rather than type out the URL in their browser address bar. In fact, the study suggested that people were more likely to search in this way than using search keyword terms.
If this is the case, small businesses should consider whether it is worth investing in the services of SEO companies or purchasing ad links, or whether they should give DIY optimisation a try.
DIY or paid?
Given the number of internet users accessing web pages via search engines, implementing optimisation practices through a specialist company can be a good idea.
- As discussed in last week's article, there is a danger of getting on the wrong side of search engine operators and using a outside firm will ensure your SEO stays above board.
- Your business is likely to see results faster as there is no element of trial and error in terms of selecting keywords and phrases.
Despite this, it is likely that small businesses would be reluctant to invest capital in such a way unless the results were tangible. As a result, many businesses practice in-house SEO techniques to boost internet traffic through their sites. Provided keywords and phrases are carefully chosen, this is the simplest way to capitalise on search engines in-house.
The Dos:
- Choose specific keyword phrases to ensure you rank highly on targeted searches and attract good quality traffic.
- Research and narrow down your target audience in order to best identify what it is they are likely to type into a search - get inside your customers' heads!
- Check competitors meta-tags (visible in the page's HTML code) for ideas on what keywords might work well in your area of business.
- Check out a keyword selection service, such as that offered by Google, for help picking the right words or phrases.
- Understand how to conduct searches in order to select the right keywords. See our Google tips for more on this.
The Don'ts
- Avoid using tactics not allowed by search engines, they are likely to result in fines for your company. For example, only list keywords within the meta-tag.
- Don't duplicate pages as search engines will think it is spam and not display it.
- Never use general keywords, as your listing is likely to get lost among numerous other sites - always narrow down the field.
Post a comment
As usual, we would be delighted to hear your comments or questions about this article. Comments may be published on this or any other BT site.
