WEBSITE SEARCH ENGINE OPTIMISATION GUIDE | SEO 101 FOR WORDPRESS Search Engine Optimisation GuideThis SEO guide, compiled by Surf Merchant Digital, is written as a reference for web-editors. Pleaserevert to these instructions to ensure adherence to search engine marketing best practice guidelines.Application of the said recommendations will greatly increase the web-page’s potential visibility in searchengines.The guide is formatted according to the lay-out in Wordpress. Keyphrase ResearchOnce you have determined your publication’s core message and target reader, visit the Google keywordvolume research tool. Input the word-strings that you consider to match the piece. Google will revert toreal search query data and present in graphical, barometric form the most common phrases and wordstrings used in Google.Google Insights for Search is another useful research application which communicates popular Googlequeries by country and prevalence.Once Google displays search volume for your keyphrase set, determine which search above all others youwould like to optimise the article for. It need not always be the search keyphrase with the most searchactivity. Often it is advisable to create keyword density around a niche term with a very specific search inmind. Although the number of searches made may be significantly less, by positioning your post for aniche keyphrase, the likelihood of stronger search engine rank is increased.Search engine crawlers index websites according to word composition. They do not necessarily assumethe website to be associated to permutations of the given words. Treat the crawlers are primitive web-readers. When they consider the relevance of millions of competing articles for a particular search query,search engines analyse character patterns. For example, if a 500 word article includes the characterpattern “c-r-i-s-p-s” on 5 occasions but “c-h-i-p-s” only once, then Google assumes that the article ishighly relevant to a person searching for crisps but not necessarily information about chips! It alsodifferentiate yourself from Americans....always a good thing ;~) TitleThe title field reflects as the heading to the web-page. It defines the page content. The copy headershould be short, no longer than 6 words. Those words should be both engaging to the page visitor, andarticulate the purpose of the page.An optimised title will include keyphrases for which the author intends the article to appear in searchengine results. The title should associate the content to the brand (company name), the businessplatform (e.g. local services, web solution) and the service (e.g. architect, bank, SEO). URL-TitleConstruct an abbreviated URL no longer than 4 words, summarising the title field. Meta Page TitleThe page title field creates the page tag that is displayed in the top of the browser window. It is notevident on the web-page but will appear in search engine results when the website is listed. It isimportant to write concise, descriptive page titles(ideally under 100 characters). SURF MERCHANT DIGITAL | IRISH TECHNOLOGY ENTERPRISE PARTNERS | DUBLIN. IRELAND.
WEBSITE SEARCH ENGINE OPTIMISATION GUIDE | SEO 101 FOR WORDPRESS Meta Page DescriptionThe page description appears below the page title in website listings on search results. A page descriptionshould be limited to 160 characters (including spaces). It should be composed to quantify the merits ofthe page, and highlight the keyphrases for which the page has been written. Consider not only the topic,e.g. website SEO solution, but also the market served and the service features. The more qualifiers, thebetter (so long as they remain within the boundaries of 160 characters!). Page descriptions appear in thesource code of the page, not the front-end. As such, it is not important to create properly structured,grammatical sentences. Rather, in short-hand, summarise the page content. Meta Page KeywordsThis field allows publishers to communicate directly with search engines the nature and purpose of thepage. It should articulate what the page content is about. Select keywords that are specific to the contenton that exact page. These keywords need not only be one word phrases. In fact, keywords are moreeffective with detailed description. As such, keywords can be many words in length in order to qualifythat description. Exclude conjunction and preposition nouns. Separate keywords with a comma (,) andaspire to populate this field with between 5-10 keywords. ContentThe majority of page material sits in the content field. Consider first that search engines can, at theirdiscretion, opt to use the first sentence of your body content as a replacement to the meta description intheir website listing. Therefore, write this sentence to incorporate the key message within the web-page.Stay focussed! Be succinct in your writing style. Google will not reward flowery, eloquent prose. Workingdown the page, structure the content into brief paragraphs, each one concentrated on a particularelement of the article, and centered on a certain keyphrase(s). Where possible, create sub-headings toeach paragraph, and compose these headings to include the keyphrase(s) evident in the subsequentparagraph. These can be styled using header types in Wordpress, ideally using h2, h3, h4 (similar tobolding priority text, but in a language that search engines understand).Reinforce the keyphrases utilised throughout the title and opening sentence with repetition down throughthe body content where appropriate. Search engines examine the keyphrase density of a web-page todetermine what it should index it for in the search results. If Bing sees the same word string appearing anumber of times, it indicates that this is the central theme to the piece.Attempt to link to other web-pages within the website from the body content. Such activity reinforces thevalue of one page to another and forms clusters of information about a particular subject, an exercisethat improves the overall rank of the website. Where other pages are mentioned in the copy, create ananchor text link. To do so in Wordpress, highlight the words that you wish to use as your link (ideallylinking words that are indeed phrases that you would like the website to rank for in search engines), andclick on the link button in the text editor. Here, a link pop-up box will appear, where you can implant theweb-page to which you intend to link the words highlighted to. Press OK, and you will find that the wordsare now hypertext (different colour and underlined). ImageryName image files according to their population, be they people, landscapes or design. Create a file namethat is unique and describes the image therein. An uploaded image should be tagged according to what isdisplayed in the picture. Be sure to detail that which may appear obvious. Describe the subjects in thepicture and the message it conveys, using comma separated values per object. SURF MERCHANT DIGITAL | IRISH TECHNOLOGY ENTERPRISE PARTNERS | DUBLIN. IRELAND.
WEBSITE SEARCH ENGINE OPTIMISATION GUIDE | SEO 101 FOR WORDPRESS Reference: Wordpress Webpage SEO ConsiderationsSURF MERCHANT DIGITAL | IRISH TECHNOLOGY ENTERPRISE PARTNERS | DUBLIN. IRELAND.