Search Engines and Websites

Findability

Getting your content right

• The use of tailored Content Management System (CMS) will help your site content be found by the major search engines. For example, page titles should be unique, clear, and concise to describe the content of the page and a CMS will enforce this for you.
• Also important for SEO are the names of images, the description of each page and the use of keywords in the content.
• A clear structure for your information will imporve the ability of search engines to index yoyur content successfully, We aim for the site’s content to be found using the three click rule.

We give you guidelines and work with you to ensure your site it optimised for being found on search engines.

Making Links

We recommend that visitors are as likely to find your site through publicity materials, word-of-mouth and links from related local and national sites. Indeed Google now heavily ranks sites based on the number of links from high-quality and well-visited sites. We would work with you to develop a strategy to improve your ranking

We also know through our work with social media applications that a robust and effective social media strategy can assist in enhancing Google rankings through user generated content.

Once content is clearly published and signposted, it will easier for your content to be found both by visitors and search tools. This is an excellent way to attract visitors and get better search engine rankings.

Search engines

Google accounts for over 80% of searches in the UK, however, Bing and Yahoo and Ask are important search engines and will be taken into account for search engine optimization.

Keywords and descriptions

To rank sites search engines make use of page titles, page content, keywords and other meta data. These can all be customized on a page-by-page basis, which enhances the site’s visibility on search engines. Google has recently stopped using keywords, favouring the text in links to your site and the content itself. We would work with you to ensure page content contains the keywords you have identified within the text of the page. We can ensure these are enforceable through permissions settings on the site.

Visitor Statistics (Web stats)

We provide regular Google Analytics reports which provide a wealth of information about the visitors to your site. This information is broken down into the number of unique visitors to each page, how the site was found (search engine or from a link on another site), the search terms used to find the page and how long people spend on the site.

This information can be used to

• demonstrate that you are reaching your target audience,
• measure the impact of promotional work or events,
• determine the use keywords and phrases used to find your site, and
• other feedback for improving your ranking and “findability”.

We can provide information on how to read and make use of this information. We can also offer follow-up workshops to help you analyse this information and make and necessary modifications to your site.