Search Engine Optimisation

Chalfont Web Design has been working with the Internet since around 1994 in various guises, spotting that it was a brilliant marketing tool. As we were originally conventional marketers, we noticed that this was an excellent means of sending out a quick, specific and detailed message to prospective customers. In some ways the Internet is just like conventional marketing in that you do not put all the effort of having a brochure or mailer printed and then not post it out. In the same way, you do not design a web site and not 'post it out' - in this case using the databases of search engines.

The basic philosophy of creating web sites that work for search engines and users is creating quality content - information that people will want to read about. To enable your great content to be indexed correctly you need to address two areas:

1. Internal Web Site Design

Tell the search engines what you'd like to tell them, tell them, then tell them what you've told them you are telling them. To achieve this you'll need to structure the content appropriately. The basics being:

• Text links - don't put click here as the hyperlink put 'web design' or whatever the content is you are linking to
• Use the title tag to briefly describe the content of the page
• Use the h1 tag to head up the page and subsequently < h2 >< h3 > etc
• Complete individual meta description tags - this will often be used in the search engine listing
• Talk succinctly about the page subject matter, if you are covering two or three topics on a page split the page up

There are a number of other good practice examples such as using CSS and alt tags etc, but we would say good quality content is the most important.

A typical example of a call we sometimes have is from a consultant who wants to create a web site of five pages, with a few bullet points but be top of the search engines. It isn't going to happen. Its not attractive for users or search engines as they won't find the information they have been searching for and nothing to index.

Another 'tactic' we always recommend is putting a blog up from blogger.com. This is owned by Google, but crucially it knows that good quality fresh content is being posted - something of interest to users.

2. External Optimisation

The theory is that if you have great content of interest to lots of people they will link to your web site and pages within it - probably using text links. Therefore if all links point to your web site, search engines naturally assume that your site is an 'authority' on the subject and rank your site more highly.

The question is how do you generate external links legitimately without then being banned for spamming the index. Well its hard work is the short answer. This is why if you have a brand new domain name vs one that has been around for years it is practically impossible to achieve number one ratings quickly.

We normally submit to directories as a matter of course - this doesn't carry as much weight as a few years ago - but should be of general use.

We also write good quality press releases and submit them around to be taken up by various other web sites who take news feeds. Obviously if you have a large marketing budget available, ensuring your PR agency who already does much of the work for you should submit to Internet sources and be able to generate backwards links for you.

Another good way is to make yourself known on a forum. If you can post regularly and knowledgeably, then eventually you may be able to introduce your web site in a signature for example. DO NOT do this straight away though as it is rude / spamming. Besides, you'll probably also pick up enquiries if you are viewed as an expert on a particular subject and some great contacts.

This is just a quick overview of the basics but hopefully gives you a starting point. Just remember it is all about great, useful content and its organisation, not creating tricks and spamming.