12 Steps to Search Engine Optimisation

There are hundreds (nay thousands) of SEO strategies you can employ. And with so many experts telling you all sorts, it's hard to separate wheat from chaff (or even know where to start!) So I've whittled it down to 12 key steps that you can take straight away.

What is SEO anyway?
SEO or Search Engine Optimisation is about flagging your website to Google, Yahoo etc, one page at a time. The search engines care about two things - relevance and popularity:

Relevance hinges on how you use keywords to give your visitors what they need
Popularity hinges on inbound links, as a measure of your site's importance

Keywords are crucial
Before you can optimise, you need to know which keywords you're targeting. That's a job in itself - so take a look at this feature on keyword selection.

Got your keywords? Good. Now let's see how to get you on page one of Google:

Step 1: the URL
Your web address is one of the searchbots' favourite places. B&Q were on the ball when they bought diy.com, knowing more people would search for 'DIY' than their business name.

If you can't buy a domain that includes your keywords (www.keyword.co.uk), try this instead:

Use a sub-domain (www.yourcompany.keyword.co.uk)
Or use page titles (www.yourcompany.co.uk/keyword)

Step 2: Title tags
That blue bar at the top of your browser is another SEO hotspot. But if you can, keep your keywords to the left. Searchbots are lazy creatures!

Just remember, the line you write here will be pulled into your Google listing - so make sure it's compelling as well as keyword-rich.

Step 3: Header tags
Your headline and sub-headings are especially prominent. Keep them keyword-focused - but remember, you're still talking to human beings. Don't forget the message!

Sub-heads also serve a vital second function - they create a 'dual reader path', helping the reader to scan the text before they wade right into the message. So once again, make sure it's relevant - maybe even a little enticing?

Step 4: Body copy
Work your keywords into the main text, especially the first and last paragraphs. Also include it in prominent areas like highlighted, bold or underlined text, and links to other pages or websites.

Don't worry about keyword density - these days, keyword placement is far more important than 'coverage'. So you won't profit from endlessly repeating the same old phrase - better to vary the phrase, use related words and generally mix it up.

Example: if your keyword is "Sony DVD recorder", use:
- DVD recorder, Sony
- Sony recordable DVD
- Sony DVD: recordable
- DVD recorders from all brands including Sony (etc)

This is easier for readers and gives the searchbots more confidence that you're not just 'playing the game'.

Step 5: Image Alt tags
Hover on an image and you'll probably see the alt text - alternative text that's placed there to help Web Readers describe images to visually impaired users. Your alt tag should be a genuine and helpful description of the image - but if you can work in the keyword or phrase, the searchbots will definitely find it.

Step 6: peripheral text
Your web template will include all manner of peripheral text, from your menu to opt-in boxes to smallprint and so on. This is probably standard for every page, so you can't target a new phrase each time - but it will help to use variations on your main keywords here and there.

For example, if you're a Plumber, say "Plumber" and "Plumbing" as much as you can in these areas - without clogging up the message!

Step 7: Footers
Footers are great for adding a regional focus. If you only work in certain areas, it's a pain to include your town or city umpteen times in the body copy - so include it in a footer, eg:

Ajax Plumbing
Reliable Plumbing Services in Slough, Reading & Windsor

Tip: don't stuff the footer with dozens of keywords. It reads like a desperate, scatter-gun approach and dilutes the impact of the most relevant phrases.

Step 8: Meta content
There are 2 types of meta tags: keyword and description.

Keyword - include up to a dozen keywords, in order of importance. Use different keywords for each page and make sure the keywords actually occur on the page itself.

Description - make it count! This is not about keyword-stuffing, it should read as a meaningful sentence. It will probably join the Title tag in your Google listing, so make sure it describes your customers' problems or aspirations.

Note: meta content won't actually influence your ranking - but it will tell the search engines how to categorise each page. And that makes you a candidate for ranking in the first place.

Think of it as your ticket to enter a race. It 'lets you in', but it doesn't give you a headstart once you hit the track!

Step 9: link-building
This is not something to be skirted over! But suffice to say, you need relevant and popular sites linking back to you - and avoid reciprocal links and link farms like the plague.

Get links by syndicating articles to popular sites that will link back to you, or send out press releases to PR and media sites.

Tip: if you're building links to a page that has its own target keyword, try to embed the link inside the keyword - eg "Talk to a UK SEO Copywriter" instead of "Talk to EarthMonkey".

Step 10: Analysis
If your CMS doesn't come with a system for visitor analysis, Google Analytics will give you every metric you need. Pay particular attention to:

- Referral Keywords: which phrases are sending you visitors?

- Bounce Rate: which pages are 'bouncing' visitors back before they take any sort of action?

- Exit Pages: where are visitors leaving your site? Is there a trend that highlights an issue with the content of certain pages?

Analytics is a vast subject, but these basic metrics will give you a broad picture of visitor behaviour...

If you're delving further, look at geography, keyword conversion, unique visits, page views and time spent on each page. Then compare and contrast your stats month on month, year on year and set targets for improvement.

Step 11: Response
Obviously there's no point analysing visitors unless you're willing to take some action. If you find that a particular page has an unusually high Bounce Rate, or stands out as an Exit Page, it's time to change the content.

Take a look at your referral keywords or internal searches: what do visitors want that they're not getting on this particular page?

Step 12: Fresh content
No matter how good your site is, you always need fresh content. It's 'food' for the searchbots - so give them a reason to keep coming back for more. Add 1 or 2 new pages every month and you'll quickly find that your site is being indexed every week.