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24 Secrets.Indd */4*%&35*14 DPOTDJPVT UPHFU ZPVS-"8'*3.4 8&#4*5& PO(00(-& INSIDER TIPS REVEALED! XFCTJUFT NBSLFUJOH JOUSBOFUT GPSMBXmSNT BOPUIFSNBSLFUJOHHVJEFGSPN$POTDJPVT4PMVUJPOT Introduction Content Why is it crucial to rank near the top of Google’s search engine pages? These Page structure recent statistics say it all. 1 Google shows a preference for websites with “clean coding.” This term 7 out of 10 consumers searching the web immediately go to Google, describes a page that’s structured to separate its HTML content code bypassing Yahoo!, MSN, AOL and other search engines. from its presentation code. Google offi cially crossed the 70% mark for search engine market share in Specifi cally, that means using H1, H2 and other tags correctly. February 2008, and has grown on average 3% per month since February 2007. So, for example, if your main page includes the heading “Partners,” it This is supported by statistics that we have from the 180+ websites we run for should be coded with H1 tags. The names of various departments law fi rms in the UK, who see more than 10 times the traffi c from Google than within your fi rm would be coded with H2 tags. The name of each any other search engine. partner you’re listing would be coded at the H3 level, and so on (if Major advertisers clearly know where the eyeballs of the masses are trained. required). So too must law fi rms. Those who understand the cost-effi ciencies of search This also means correctly using <p> tags, as well as bulleted lists and engine optimisation (SEO) are increasingly prioritising resources towards other types of HTML formatting. ranking as high as possible on Google. Obtaining a top position on Google’s search results pages should be an increasingly important element of your Separate content and presentation marketing mix. 2 Separating content and presentation means that anything you need In that context, consider that most consumers searching Google rarely look to make your web page display correctly, such as Javascript and CSS, beyond the fi rst two pages of results. This means that if you haven’t done should be kept in fi les external to the main HTML page. For example, the work of positioning your law fi rm’s website to rank high on Google, your opportunities to capture enquiries are severely diminished. This booklet has a if you’re using some Javascript code to confi rm whether a visitor number of sections covering the main topic areas of this subject, namely :- has entered data into the mandatory fi elds of an enquiry form, this script should be kept in its own fi le and “called” into the main page as n Content - this section is all about the way your site is built, the words on the page. required. n Context - looks at meta data, domain names and navigation. Most important content should come fi rst n Reputation - is all to do with links, and how you “build” reputation (for your site). 3 When Google fi rst views your web pages, it looks at page structure to make an initial determination of its most relevant topics. Google then About Us looks at the true text and assumes the text closest to the top of your Conscious Solutions designs, builds and manages websites, and provides SEO web page is the most important. services for over 150 law fi rms throughout the UK. We’re proud that, via our For that reason, make sure the fi rst 100 words of a page’s content SEO work, over 75% of our clients’ websites rank within the Top 5 positions on contain all the necessary key phrases. Most people who’ll fi nd your Google for the highly-searched term “solicitor <town>” for their geography. site will do so by entering search phrases that consist of between two This tips booklet has been created to share some of our Google SEO secrets and fi ve words. Placing these strings of words within the fi rst 100 or with you. We would welcome the opportunity to improve the search engine so words on your page can therefore be considered an absolute best ranking of your own website. practice. David Gilroy Sales & Marketing Director 0117 325 0202 Hyperlink keyword phrases Keyword density 4 When Google’s “robots” view your web pages to learn what’s there, 6 Keyword density is the number of times a given keyword is repeated they consider your hyperlinked phrases more relevant than any other on a web page. It’s expressed as a percentage of the total number of “pure text” copy you’ve written. For this reason, make sure your links words contained on that page. include your keywords and/or key phrases. The optimal keyword density varies somewhat from one search Look at the examples below. Which of these two do you think is the engine to the next. However, as a rule of thumb, aim for a keyword more search engine friendly? density between 2-8%. Using a keyword analysis tool will help you optimise the density of your chosen keywords in your web copy. “Click here for our conveyancing calculator” or Also note a couple of other factors that Google’s search “bots” calculate: “Click here for our conveyancing calculator” n Keyword frequency: This can be tricky, time-consuming business, achieving the guideline of between 2-8% in keyword density. Optimize the right keywords Having only 2% of your words on the page being your keywords 5 Before you begin optimising your website, you need to know and doesn’t achieve a very high ranking for your web page within understand the keywords and phrases you are going to optimize for. Google’s search results. However, coming too close to an 8% Also, you need to understand the “competitiveness” of those phrases. - or exceeding it – makes Google suspicious of your site’s integrity. “Competitiveness” refers to the number of other websites vying for Google’s bots can detect abuses of the system, such as simply web traffi c for the same phrase. Services such as WordTracker (http:// repeating a keyword over and over on a page, as this signals an www.wordtracker.com) and WebCEO (http://www.webceo.com) can attempt to manipulate the system as well as poor quality help you determine keyword competitiveness - however, neither is writing. free to use. n Keyword prominence: Keyword prominence is another factor Still, it’s crucial to do your homework. Take the time to carefully Google’s bots evaluate in determining a page’s search relevance. research your keywords. For example, fi nd out which key phrase For the best keyword prominence, place the most important people are typing the most: “Manchester solicitor,” “Manchester law keywords near the top of a webpage and/or at the beginning of the fi rm” or “Manchester lawyer.” content. Also place important keywords in the TITLE or META tag. Also, consider whether to use abbreviations, slang and translations Ultimately, it’s bad practice to dump a load of keywords on your of the selected keywords. For example, will you use “RTA solicitor” as well as, or instead of, “road traffi c accident solicitor?” pages, and doing so still won’t get your website ranked at the #1 Conducting some keyword research upfront means you won’t waste position overnight. time optimizing for low-traffi c phrases. Rather, start by focusing on a single keyword or phrase, two at most. Concentrate all your eff orts on ranking high for that word or phrase. TIP: We have developed what we believe is a very practical Devote each of your web pages to one keyword, along with an approach to keyword research using Google PPC. This approach is accompanying phrase. This is especially true when you’re targeting aimed at fi rms who are optimising their sites for regional based highly competitive keywords such as “accident claim”. search phrases. To download a whitepaper on our approach, go to http://www.conscious.co.uk/keywordresearch. Content is king 7 When it comes to content, less isn’t more – more is more. The more pages your website contains, the better chance you have of a Google search phrase, than to have 1,000 visitors who fi nd your site listed search sending visitors to a particular page on your site. under a generic phrase – and then fi nd little of value on your site. But while the amount of content on your site is extremely important, so is the quality of the content. No duplicate content There are four key reasons well-written content makes for better 9 If a search engine detects duplicate content in your website, those search results. It: pages will not show up in its search results. Search engines are 1. Encourages the reader to spend more time on your site, programmed to deliver the most relevant, best quality results 2. Boosts your search engine rankings, possible. Listing the same pages in their search results doesn’t 3. Drives more traffi c to your website, accomplish this goal. 4. Increases the chances of other quality sites linking to yours. Search engines also dislike duplicate content because it’s a waste of Boasting an established, popular brand name is key to your resources to index substantially similar web pages. Do everything you business success. However, that’s not the foundation of search can to make the content of each of your pages unique. engine ranking success. The problem with relying too heavily on the familiarity of your brand is that you don’t properly No hidden text distinguish yours from similar businesses.
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