Search Engine Optimisation
The corner stone of web rankings, this is how well up on web search listings your website appears. There are many combinations of work that you can use to gain a higher listing on the search page.
Based on stats from AOL and Forrester Research:
– The top 3 websites in any industry earn 65% of that industry’s online revenue.
– The #1 ranked site gets over 42% of the traffic
– The #2 ranked site gets almost 12 % of the traffic
– The #3 ranked site gets 8.5% of the traffic
– The #10 ranked site gets almost 3% of the traffic
– Those on page 2 of the results split 10% of the traffic
– Those appearing on pages 4 and up compete for 1% of the traffic.
The best combination is to
– Understand what keywords users use to look for your site, and what makes these different from your competitors.
– If your website is listed on a higher ranked or more authorative site, for example, if a university department site links to content on your site, this will give you additional leverage in rankings.
There are two variations on page listings, organic and paid. Paid: Typically the top 3 on the page is paid, you pay Google or similar to have your website listed, or at the sides of the search paid. Organic is non paid, what your do with your efforts to gain ranking on the search listing.
Your customer comes first, remember that your page should be in the jargon that they understand and communicate to you with. Dont make changes for improved search rankings that negatively impact a user’s experience.
Don’t use a page that is not linked correctly internally within your site, and appropriate to the parent page.
Don’t use Flash (animation) on your page, when HTML can achieve the same experience for the site user. Also Flash can limit viewers entries into your site, as the appearance of flash may ‘put them off’ and click to another page.
Keep links with in your site to pages in your site, don’t have a link to another site on your home page, landing page, as this will re direct the search engine software away from the contents of your page.
You want to keep the search engine within the confines of your site.
Think latterly when illustrating users to site content, users don’t always view top down
Don’t panic when your rankings take a hit. Rankings fluctuate, and if your rankings don’t bounce back quickly, a considered strategy will work better than a band aid and don’t take the search engines’ advice at face value.
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