Get the website “Basics” right easy to navigate Menus Invest in clear & clean design know the purpose of your site keep your messages simple not too much text. good Imagery Test your website on colleagues, friends & family before launching it...
Keyword Mapping Each section of the website needs a unique set of keywords. Each page within a section needs a unique set of keywords Decide on 3 or 4 primary key phrases per page
Keywords & Key phrases Creating a keyword list What keywords would you use to find a product or service like yours? What keywords would your grandmother use to find a product or service like yours? What keywords do your competitors use? What keywords have brought visitors to the site in the past? What keywords have led to goal conversions, e.g. newsletter signups or bookings? Warning: not an exact science!
Where to Place Keywords Page Mark-Up URL Page title Meta tags Content Headings Text Alt text in links and images Link titles
Using Keywords in the URL Page names to include main keywords. Example: When optimising a page for the keyword ‘attractions in staffordrshire’, the URL should include this as a folder or page name. www.visitengland.co.uk/attractions/staffordshire.asp
Using Keywords in Headings Make sure your keywords are always included in headings <h1>, <h2>, <h3> Make sure you edit headings properly – don’t just use a bigger font size, make sure they are marked as headings!
Using Keywords in the Keywords Meta Tags Best practice: Include 10 to 15 highly relevant keywords. Use keywords that are unique to the specific page. Use commas to separate keywords Embed keywords within ALT tags (behind images)
Using Keywords in the Content Content length: 200-400 words for landing pages! The art is to create text that flows while still including a high number of specific keywords. Text from offline publications will have to be rewritten to include major keywords.
Keywords in Link titles Never use ‘Click here.’ ‘Here’ is NOT a keyword! Instead, use phrases: Find out more about attractions in Staffordshire. Enter our competition to win a short break in The Potteries.