Search Engine Optimisation
The content and layout of text on a website, as well as the coding, can have a large influence on how high the website will rank on search engines. The practice of optimising a website text and design to best reach a target audience through search engines is called SEO – Search Engine Optimisation.
SEO has many facets including:
The text or “copy” of the website should contain the keywords that people are most likely to use to search for it using search engines. This requires keyword research.
The text should read naturally and not be crammed full of repeated keywords which search engines could automatically consider as anti-competitive and then deduct points from the websites ranking.
Optimum Arrangement of Keywords
As far as possible keyword positioning should be prioritised with the most important keywords in the first paragraph or two. Placing keywords in titles, headings and image captions can help.
The information on each page should be as relevant as possible to the search terms used to find the page.
Optimum coding (programming) practices will make keywords as accessible as possible to search engines which index the text on a page. Furthermore faster websites may rank higher on search engines, especially when searches are made on mobile devices.
Tools such as Google analytics can help clients and developers to analyse the traffic to each page on a website and details such as: what percentage of visitors go beyond the front page; the geographical areas of visitors; which platforms visitors are using and other demographics. This details can all affect how high a website will rank on search engines. The analysis can indicate where improvements need to be made in the SEO.
When Pathlight Design creates a website it will use optimum coding practices to aid SEO and will also make suggestions to clients for improvements in the text provided for the website and it’s layout on the website.
More advanced SEO including extensive keyword research will be available as an extra paid service. The quantity of work involved will vary a lot depending on the size of the website.
Examples of our successful SEO work:
Page 1 on Google
A Norfolk-based service provider ranking on page 1 when searching for “wedding disco Norfolk” and other relevant search terms. This ranking was partly the result of the web domain having existed for years prior to a website redesign in 2016. However, before this, with the website being offline for about 4 months the ranking had slipped right down to page 6 of Google. (Screenshot Dec 2016. Position will vary depending on search location and other factors.)
Page 1 on Google (using a desktop browser)
The screenshot below dated 2nd Dec 2016 shows the position on Google when searching for “property maintenance”. This was achieved from scratch with the first website belonging to this business.