Whether you are setting up a new website, or expanding on an existing one, getting the right kind of people to your website is important.
You could choose to spend heavily on marketing, but investing some time and money into search engine optimisation (SEO) could pay dividends.
Approximately 80% of web users search for products, rather than a business name when searching online. Unless you are lucky enough to have a really strong brand name you need people to find you via your products or services. So where do you start?
A good starting point would be the identification of keywords and phrases related to your business. This may sound easy, but when you sit down to come up with phrases people might use when looking for your goods or services it can prove to be hard work (A thesaurus might help you in identifying relevant keywords and phrases).. Try to use these words naturally in your website content. If your company name is Joe Bloggs Ltd and you sell Aran jumpers, then you need to focus on the aran jumpers. Common mistakes people make is overusing their company name, or targeting irrelevant keywords.
HTML title tags can help. Don’t be afraid to use them properly. Page titles like “company name – welcome” are meaningless. For Joe Bloggs Ltd “Quality Irish Aran Jumpers” may make more sense.
File names can help, so calling your software products page “softwareproducts.html” is better than the more generic “products.html”
If your target market is Ireland ensure that your site is physically hosted in Ireland. Google and other search engines list sites depending on where they are physically located, so avoid using companies with servers in the UK or US. They will damage your search engine marketing.
Good clean HTML is far easier for search engines to index, so try to comply to the W3C’s (http://www.w3c.org) standards where possible.
Other resources you may find useful include:
http://www.organicseo.org – Tips on SEO
http://www.blacknight.ie/metatag – Meta tag generator http://www.seomoz.org/ – Search engine tools
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