A a website owner, it is unlikely you will use the recommended SEO techniques yourself. But it is useful that you are aware of them and we will explain the logic behind them, showing you how Google works, to help you to understand why certain techniques are effective.
Once your website is established on Google it will cache (scan) your website every 4 – 6 weeks. This means it will visit it to gather information on the website, searching for new data, to assess where it should place it.
Page Tag
You can usually see this located at the top left side of your screen, above the toolbar. It is an open invitation for us to tell Google precisely what your website is about. You have around 60 – 80 characters to provide this information. It is our experience that around 70% of the websites we analyses fail to maximise the potential of this very simple yet critically important tool.
H Tags
You may recognise the H1 tag as the strap line or slogan. It is the first heading on each of your web pages. Google places high importance on the first major heading on a page – the logic being that this should contain some prime keywords. So, your webmaster should help Google by loading some prime keywords into the H1 Tag, whilst keeping it meaningful and interesting for the human visitor.
Paragraph headings (sub headings) should be ascribed as H2 Tags. These should contain keywords pertinent to the content of the paragraph.
We also find It helpful to Google to have a further tag, an H3 tag, at the bottom of the page. Here we summarise the prime keywords on the page, in properly structured sentences.
Keyword Density
On each of your web pages, Google will attempt to identify your keywords, and in applying the techniques above we are able to help the search engine considerably. It will then scrutinise the general body text of each page to see how frequently the keywords are used, in proportion to other words – and calculate the keyword density. It expects to see a density in the region of 5 – 10%. More than this and it starts to suspect the webmaster of spamming, and reacts negatively. No need for us to detail the consequences, just don’t do it.
The inclination to over stuff keywords is now diminishing, as Google is placing less emphasis on this indicator, in favour of more sophisticated ones.
Semantic Keywords
Google helps webmasters with appropriate keyword loading of the text by using semantic keyword analysis. This means recognising similar words to the prime keywords. So for example if we are detailing a company’s speciality in building renovation, we could consider using refurbishment, rebuild or redesign.
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