How to Optimize a Website for the Search Engines?
You first need to determine for which keywords or key phrases you wish to rank well for in the Search Engine Results Page - SERP. Typically this requires the analysis of your Web Analytics Keyword Source Reports and/or the Review of your Pay per Click campaigns to identify possible high Return on Investment terms. Then you would need to do some keyword research to identify possible high value keyword variations you should be optimizing for.
Once you are set on the keywords you want to optimize for, then you need to make some adjustments in the actual code of your web pages by editing the Title, Keyword, Description and H1 Tags. Most likely will need to make some revisions in the copy of the web page to have the proper keyword density of the terms you are trying to optimize that page for. The efforts described above are called on-page optimization because they are concentrated on the website page your are optimizing.
You also need to invest energy and resources towards off-page optimization which are the efforts of getting other highly relevant websites and web pages to link back to you. This is an extensive topic in its own but here are some examples of off-pages initiatives you should consider:
- Press Releases
- Social Networking Sites
- Directory Listings
- Link Exchanges
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