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Optimisation
is where we look at a page and make the necessary
changes to the HTML code and/or the content of
the visible page. This sounds quite drastic but
often isn't. It's all about making relatively
small changes to optimise your web page for the
search engines. It is done with your full co-operation
with the view of creating a page that will be
ranked higher in most search engines.
 Why
change the page?
Search engines rank all web pages according
to sets of rules based around key phrases
on your website (you remember how we highlighted
the importance of these?). It's no longer
a case of having a huge list of key phrases
in your meta tags. In fact this can even
harm your ranking! So if your website is
optimised for certain key phrases then the
search engine will rank you higher in their
listings. What does this mean? It means
that people searching for your product or
service will see you listed before
the majority of other businesses selling
the same thing. Research shows that over
90% of searchers never go beyond the top
50 in any search engine list. So if you
are not listed highly, you'll never be seen.
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Discussion
will take place over the proposed changes and
only then, will we
undertake the changes. The optimised page is then
sent back to you for approval and uploading to
the Web.
Graphics-intensive
sites will be considered but we may recommend
you undertake significant changes especially
if you have Flash, Shockwave, Real Audio,
CGI, Shopping Carts, Java or other similar
stuff.
Frames-based
sites are generally not suitable for optimisation.
All things being equal,
if you had two identical websites listed
in one search engine, the non-frames based
site will be listed higher. Some
search engines still cannot resolve frames
properly and the problem of visitors being
trapped in frames without navigational buttons
is still prevalent. There are far too many
advantages to having a non-frames based
site for us to recommend anything else.
Optimisation
includes -
-
Appropriate changes to the HTML code,
particularly the Title, Description and
Key Phrase META tags in the Head.
- Appropriate
changes to the visible body text including
link text, headings, forms etc
- Appropriate
changes to the Body HTML including link
URL's, alt tags, comment tags etc
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