Developing a Search Engine Optimisation Plan:

Francesca Dimond of dimonddesign.com lectures in Web Design, and designs Web Sites.

For UK based web tuition visit - dimonddesign.com/tuition

Main SEO topics:

• Inserting Keywords in the URL, Meta tags and Content
• Validating and WC3 compliancy
• Creating Site Maps and checking statistics
• Submitting your Site to Directories and Search Engines
• Link Building
• Blogging, Social networking and Updating
• Promoting - Free tools, Emails, Traditional marketing
• Press Releases
  

1. Start practicing SEO techniques before you start working on the Website – Search engine optimising techniques should be used throughout the planning, design, adding the content and publishing phases of creating a Website.
   
2. The URL – or Domain Name of your Website offers a unique opportunity to incorporate one or two keywords.  Keep a balance, using too many keywords in a URL and the Website address will be harder to remember and to type.
   
3. Research thoroughly the keywords you wish to place both in the content areas of your site and in the meta keywords tag.  Place keywords in meta title tags, meta description tags, headings tags <h1, h2…>, in bold or strong tags, anchor text, hyperlinks and as ‘alt’ text in images and media files.  Place keywords in the first paragraph of text and introduction. Keywords will have more significance if placed higher up in the content.  Include misspelled keywords, different genders, or plural versions of keywords but apply these sparingly and separate them with other keywords. Check the density of your keywords in your content - two or three repeated keywords or phrases are ample - don’t overdo it.  Avoid generic terms such as ‘business’. Using place specific words helps to distinguish you from your competition.
   
4. Use different Meta keywords and descriptions and SEO strategies for each page.
   
5. Write your copy for human beings not Search Engines.  Sites that try to manipulate Search Engines can put off users and Search Engines alike.
   
6. Validate your site with WC3 (World Wide Web Consortium) before submitting to Search Engines.  validator.w3.org. This free service will check your site for any errors. Broken links and unclosed tags will affect your sites ranking and in some cases will mean that the Search Engine cannot properly view your pages. Your pages should be well structured, and the navigation system usable. Some Search Engines cannot index pages using java, or Flash links, so alternative text linked navigation should also be provided.
   
7. Comply with WC3 Accessibility Initiative, (WAI) guidelines. Make sure that your site complies with WC3 Standards, i.e. is highly accessible.  Not only will this maximise your users, but the good practice followed here is closely allied to good search engine optimisation.  Search Engines are impaired in much the same way as people with a vision or hearing disability – they cannot see images, hear music, or correctly order the content. 
   
8. Create a Site Map file and upload it to the main search engines Sitemaps use tricky syntax, (http://www.xml-sitemaps.com/), offers a free service to create xml files and html versions of sitemaps. You will also need to check the xml file to ensure that different priorities are given on all of your pages.
9. Create a Webmaster account with Google, Yahoo and MSN – to check website statistics, search terms leading to your Site, including who is linking to your site and how often Google "crawls" your site for updates and to submit your sitemaps. Webmasters need to verify ownership of the website by uploading a file or adding a Meta tag in the code. www.google.com/webmasters, siteexplorer.search.yahoo.com, bing.com/webmaster.
   
10. Compile a list of Search Engines, see below, to submit your sites to, and check their Webmaster Guidelines to make sure that your site is optimised correctly.   It can take time for your site to be seen, so be patient. Most Search Engines will index your site within a couple of weeks but it can take longer.  Using the top 10 Search Engines should suffice, Free Submit Sites offering to submit your site to hundreds of Search engines are a waste of time, usually resulting in lots of free spam in your inbox.  It isn't strictly necessary to submit your site if it has links to it – the Search Engines will usually find your site anyway.
    
11. Submit your site to Directories.  Open source directories such as www.dmoz.org, dir.yahoo.com, www.business.com, and any relevant directories to your business – for example an accommodation directory for a B&B site, and general directories such as yellow pages. Sometimes it is necessary to bite the bullet and pay to be included on relevant Directories that can lead more clients to your door, but check that these Directories are themselves highly ranking and highly recommended.
    
12. Local business searches such as Google Local Business Center/Google Maps and Yahoo Local can help enormously if you rely on local customers. These listings are often presented at the top of the first page for local queries. One of the larger missed opportunities for local companies is not using these local listings to display their name, address, number, and link.
    Bing.com now has a UK based local site directory similar to Google Maps.
    
13. Link building. Find all relevant directories, partner sites, and community business sites and request a link with your targeted local keywords, as anchor text when possible, or to a specific heading on a links page. Area specific links, can raise your rankings for location specific queries and add referral sources.  High quality links (such as Education Establishments, Newspapers etc) to your site will greatly enhance your Google ranking. Not everyone will want to link to site so don't pester unnecessarily. Beware of using 'link farms' and irrelevant links to your site can cause Search engines to penalise your ranking or remove your site from its' searches.
    
14. Social Networking Sites. Join and add your content and links to social networking sites such as Facebook, Friends reunited and Twitter. Frequent updates, offering friendly helpful and relevant information will keep people hooked to your page.
15. Update your site regularly and add new content.  Sites that are new will often rank lower than established sites, so keep with your existing URL.  Have a page dedicated to Latest News or post events on an Events Page. This will also encourage repeat visits to your page.  Google will use these repeat visits as a measure of a relevant and interesting site - leading to higher search engine rankings.
16. Write articles and create and publish RSS feeds. Create a blog and post often. Blog sites -  about.ning.com, www.blogger.com
17. Email marketing campaigns. Use a signature in any emails you send which includes your URL.  Create a mailing list, making sure that people know and have given permission for you to send email promotions.  Publish and email Newsletters regularly to those who have agreed receive them.  Always give your subscribers an opportunity to ‘unsubscribe’ from these services.
18. Develop a Free Services or Free Tools. Give rewards to those that visit your site.  Offer free tools, such as a measurement conversion tool.  Relate these free tools to your Website, such as a games site offering a ranking system.  Offer discounts or promotions.  Offering a Site Search tool will also enhance the visitor’s experience of your site.  Free Ebooks and Free Software will also bring more traffic to your site.
19. Traditional and online marketing. Promote your Web Site with brochures, business cards etc. Advertise your business and site with trade periodicals and magazines.  Using Pay-per-click advertising on Google, Yahoo and MSN can help boost your site visits, but if the keywords are not targeted properly these visits may not be productive and convert into sales.
20. Create a Press Release. Get your company, products or service talked about and request that your website address will also be published along with the article.