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Website Search Engine Optimisation

Through a continuous process of learning and experimentation SME Web Design have become expert in developing websites that are highly optimised for Google and the other major search engines.

The Asbestos Removal Contractors Association is one of SME Web Design's oldest clients and has acquired arguably the best Google rankings of any asbestos association in the World. This has been achieved, over time, by implementing the search engine optimisation techniques described on this webpage. (The image below displays one of ARCA's Training Course webpages)

Optimised Webpage

The screen shot above highlights some of the visible on-page search engine optimisation that has helped make this webpage nr 1 with Google for the ARCA website training page called “New Operative Asbestos Removal Training Course”. SERPS Listing

The screen shot above shows the Google nr 1 ranking for the ARCA “New Operative Asbestos Removal Training Course” webpage.


There are two key areas of search engine optimisation that website owners need to understand. These are On-Page Optimisation and Linking.

On-Page Optimisation
In simply terms, on-page optimisation involves identifying the most important keyword phrase for an individual webpage and then locating those same keywords in the most effective locations within the webpage header and body areas. The intention is to provide a strong hint to the search engine spiders that the webpage is highly relevant to the targeted keyword phrase.

Linking
Linking involves creating hyperlinks from external website pages to given pages within the website being optimised. These links will ideally contain the targeted keyword phrase in their anchor text. Search engines will evaluate the number and relevance of inbound links as factor in ranking keyword phrases for any given webpage.

There is a miss-conception that linking is the road to high rankings. Search engine optimisation based on a strategy of excessive or "black hat" linking is doomed to fail even if it brings short term results. This is because, fundamentally, the search engines are interested in the relevance of webpages to indexed keyword phrases and this can only be properly determined by an analysis of the webpages themselves. If Google discovers that you have acquired links to your website artificially, i.e by paying for links (other than Adwords) then there is a good chance of the site being black listed and rankings disappearing over overnight. Google actually encourage anyone who suspects a website of creating inbound links artificially, by paying for links, to report them!

Consequently the only way to achieve lasting results is to not try an cheat the system, but to develop webpages that are honestly optimised for the correct subject matter of the website, i.e. professional on-page optimisation, and to allow in-bound linking to occur naturally by using ethical means of link building, i.e. obtaining links from businesses that you deal with or are relevant to your business.

Another option is to setup a blog, within your website, to post articles about your business that other websites will choose to link to.

Over recent years we have learned what works well with optimising websites for Google and the other search engines. Without giving away any trade secrets we list the most important measures we take in developing highly optimised webpages:-

  • Folders are named to reflect a category of product or service.
  • Webpage files are often named to reflect the primary targeted keyword phrase.
  • The domain name can sometimes be selected to mirror the top keyword phrase.
  • The targeted keyword phrase is included in the Meta Title of each page.
  • The targeted keyword phrase is included in a unique Meta Description.
  • The targeted keyword phrase is included in the Meta Keywords.
  • Additional Meta tags are added to instruct the search engines to crawl the page.
  • The targeted keyword phrase is included in the page title, wrapped by "H" tags.
  • The main text repeats the keyword phrase a number of times.
  • Images are given an Alt Tag that includes the targeted keyword phrase.
  • Webpages are cross linked internally using keyword phrases as anchor text.
  • A robot.text file is created and uploaded to the website root directory.
  • An XML Sitemap file is uploaded and registered with Google.

All of the above measures are completely ethical and constitute recognised best practice when it comes to on-page search engine optimisation. It is perfectly possible to implement all of the above measures without detracting from the most important aspect of a webpage, which is to engage the site visitor in the subject matter. Indeed it would be a mistake to artificially change the content of a page for SEO. Good quality text copy will naturally deliver the right SEO performance by following simple guidelines.

SEO Ranking Report

The above image shows part of an SEO Rankings Report, produced by SME Web Design for ARCA, that displays an exceptional spread of number 1 rankings achieved by the ARCA website.

At SME Web Design we have fine tuned our website development techniques to automatically implement the above measures. This has resulted in many of our client websites achieving excellent rankings. Excellent rankings usually translate in to more orders and more business!

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Matt Cutts of Google gives some basic advise on how to get your website indexed on Google and to acquire good rankings.

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