Search Engine Optimisation, or SEO, is now considered a core component in the success of any website. Basically, websites are now created to appeal not only to the people that visit them, but also to search engines. Search engines help people to find sites find information that they need, and more often than not this will result in them discovering and clicking on a website they’ve never visited before. This is what most site creators have in mind when developing their content; ways to improve their ranking in search engines and thereby increase and maintain a steady flow of traffic to the site. The question, then, is what can developers actually do to optimise their site and improve on their ranking?

The Basics – Content

There are certain things that every website needs to do in order to improve on traffic. Content is still one of the major driving forces behind SEO, so in order to optimise your site you must devote time to producing a stream of regular, high-quality content to appear on it. Whether this means writing it yourself or taking on a copywriter to do it for you, what’s key is that the content does the talking for you and attracts people to your website. The content should be engaging and useful to readers, whether it contains facts or advice on something of interest, and it should be relevant.

The handy thing about good content is that it sells itself; if a reader likes the piece, they will share it with others and widen your audience for next to nothing. Another thing to focus on is trying to get other blogs and sites to link to your content, as well as spreading your work through social networking sites and building up an online presence. Search engines will show preference to posts and pieces that have been shared or frequently linked, so this will improve on your optimisation a great deal.

The Basics – Keywords

Keywords and content go together hand in hand, and it’s down to the writers to ensure that keywords are successfully and naturally embedded into the text. Content needs not only to be of a high-quality, but should also be highly relevant to your site, thus being rich in appropriate keywords. If you’re not sure about what keywords to use, then you can use software like WordTracker in order to find out which words are best for SEO, and from there you can build a list of good keywords that you can write your content around. Sometimes, you can make the keywords bold in order to emphasise them better but the real trick to using keywords is that it comes off naturally rather than an obvious attempt at improving on ranking. As a main rule of thumb, aim to make your content high quality and highly relevant to the page it is going on. Keywords and phrases should then flow naturally on the piece. Remember though, keywords help to drive a large portion of internet traffic and must be used correctly; this can be a fine balance to strike and difficult at first, but it is achievable and will account for your successes later.

There are other ways to optimise your site, but content and key words are the most important points to tackle if you want to make some serious headway in ranking and SEO. The real way to optimise your site is to make sure your site is worth optimising in the first place; if there’s no worthwhile content then it simply will not rank in search engines.

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