Daily Archives: January 29, 2009

Digital Marketing Optimization

Search Engine Optimisation with Webeden: Part 5 – Final steps to optimise your Webeden website

You’re now an accomplished SEO website builder right? Have you put into place all the previous optimisation suggestions? Well take a deep breath, here are the final few.

5. Your page content: e.g. the text that is on your page

This includes all the contents on your page, particularly text and any ‘alt tags’ (alternative text) you have attached to your images. All this text is represented in the HTML and therefore gets picked up and used by search engines, so make sure it includes some of your keywords. Don’t just dump them on the page so that it becomes a mess of words (remember your site is read by people too!); you have to make sure that they are relevant and appropriate with the message of the page.

For example, on my site I’ve included the following passage on the ‘home’ page:

“Picking up and dropping off 24 hours per day!! If you want a west London Taxi call us now” and “So when you want to book a west London Taxi just think of us and call 0870 23 34 xx”.

Both of these include my “west London taxi” keyword which, with other references to “Taxi bookings” and other services I offer on the page, will support my rankings. But I’ve been careful to make sure it’s still readable and not overly crowded.

Search engines also pay attention to ‘Heading tags’ within your HTML, which are generally used to describe sections of your content. Words that appear within the headings are also deemed to be of greater importance in your site.

We generate three levels of heading tags on your pages based on your content: H1, H2 and H3. H1 is the most important and H3 the least. Any title text boxes that you put on your page are automatically turned into H2 headings in the HTML. The very first of the title text boxes that appears on your page (from top to bottom) is given the H1 status.

In body text boxes, if you use bold headings to separate text, i.e. adding the ‘bold’ style to create a heading within a text box, then these are given H3 status.

6. Links on your page, including the anchor text: e.g. the text on which the link is set

As well as the menu links on your page (which use the menu name as ‘alt’ text) links in text on your page are a good way of reinforcing your keywords and creating interlinking between your pages.

For example on my home page, I have created a link on the words “book a west london taxi” which links to my ‘taxi booking’ page. To do this in SiteMaker you have to be using a ‘body text box’ which is preset with standard or system fonts as only this type of font permits links (‘graphic fonts’ do not allow links to be set). Select the text box so that you can edit the contents and then highlight the text string by clicking and dragging. Go to the editor, click on the ‘link’ panel, choose ‘link to a page’ and then select your page. Finally, use ‘apply’ to save the page. This link will be correctly represented in your HTML along with the ‘anchor text’ which is the word or words on which the link is set, and will be read and indexed by search engines.

Additionally, on my Taxi Bookings page (and other pages), I have created links in the text back to my Home page using anchor text like “Joes West London taxis”, etc.

Try to make sure that all your pages have 1, 2 or 3 links to other pages using relevant keywords. Don’t get carried away and put in 10 to 20 links as this might be overkill and result in search engines penalising you for link spamming.

7. Images on your page

Your images can also be used to flag keywords as well as provide a text description of the image itself. For example on my home page I have set an ‘alt tag’ on the image to say “London Taxi image – book a west london taxi”. This additional text provides extra information about your site and the text description makes the contents more accessible to users with screen readers i.e. the visually impaired. You can also make these images link to other pages in your site which will further improve the interlinking of pages.

To create an ‘alt tag’ on your image, select the image, click on the ‘Style’ tab in the ‘Editor’ and then use the ‘alt tag’ button. Enter your text and choose whether you want to display the text on rollover (it will always be displayed in the HTML), click ‘Apply’ and you’re done.

8. Referral links to your pages

We used referral links to get the site listed in the first place, but they are also a good tool to improve the keyword relevancy and keep your site high in the rankings. It’s always worth asking other site owners in related fields to put a link back to your site and include some of your keywords in the link text. Not everyone will do this and it’s best not to pester people too much, but if you already have a relationship with another site owner, then this could be a good thing to do.

We’re going to talk about how to get inbound links (referral links) to your website in Part 6, so check back on this series for updates.

At last!

That’s it for optimising your website. How are you getting on? Leave us a comment below.

Here’s a link to our Search Engine Optimisation Guide Part 6.

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