So we have determined that SEO is the best website promotion method for you at this point, so lets go through a few simple SEO techniques that are easy for your website design team to implement.

If you have planned your website correctly from the start using our tips in Planning Your Website, you would have already instructed your design team to build your site with search engine optimisation in mind.

This is a key factor to ensuring that your website does well in search engine rankings and we cannot stress how important it is that your site is not only human friendly, but search engine friendly as well.

Assuming that your website is search engine friendly, or that you are going to make that your design team makes it so, lets go through a few easy steps that you can take to increase your search engine ratings. Again, even if you dont have access to your website, your design team can normally implement these SEO tools simply and cheaply, so get onto it as soon as possible...

Ok, so here we go:

1. Write individual title tags for each and every page of your website.

From the standpoint of search engine optimization, the single most important sentence on any web page is the title tag. The title tag gives the search engine a good indication as to what your page is all about. Incorporate your main keywords or search phrases into your title tag, and keep them at the very front of the sentence. These keywords are more important than your company name (unless it is Coca Cola!). So our XYZ Bicycle Company might have a title tag that looks like this <title> Bicycles: Racing Bikes, Mountain Bikes, Road Bikes, Bicycle Accessories from the XYZ Bicycle Company</title>.

The title tags of each of the sub-pages of the site should reflect the main content of those pages. Never use the same title tag for all the pages of the site.

2. Write a concise description tag for each of your web pages.

Just as the title tag is the most important sentence or phrase on any page, the description tag is the most important paragraph on any page. Summarize the gist of your page in two or three sentences, again incorporating the keywords and search phrases for which you think people will use when searching for your site. A description tag for the home page of the XYZ Bicycle Company could look like this: "The EXZ Bicycle Company manufactures mountain bikes, racing bicycles, road bikes and bicycle accessories. Our bicycles are distributed and sold around the world."

3. Put your keywords into headers and headlines on your page.

Your human readers and search engines alike need prominent headlines in order to understand what your page is all about. While a human reader only needs to see the headline in a large bold text, search engines distinguish the headlines, which they regard as important indicators of the page, by noting which phrases are encased in header tags such as <H1>, <H2>, <H3>, etc. H1 is considered most important and your first headline should be labeled with this tag. If the header tags make your copy look too big, then you can change the size of the headers by creating style instructions that will render the headlines into sizes that are consistent with the look and feel of your site.

4. Write copy that includes your keyword and search phrases at the beginning, middle and end.

If you want to write website copy that is search engine optimized, then you only have to follow good writing and presentation procedure. State clearly what you want to say in the opening paragraph, elaborate on your basic ideas in the middle section of your text and at the end summarize what you have said, reminding your readers with text that is similar to the opening paragraph. Be natural; don't try to stuff your page with the keywords. If you read the page out loud and it sounds funny, then you have overdone the repetition of your search phrases and keywords. A density of 2% is considered to be OK. Thus in a 400 word page of text your keyword might be repeated eight times.

5. Place your keywords and phrases in the link text of your web pages.

So far we have placed the keywords in the strategic places of the web page: the title, the description, the headlines and the body text. Now we have to see that the keywords are included in clickable link text on the page. Whenever you are linking to sub pages or other pages of your site, make sure that your keywords are included in the clickable portions of the links. Thus, instead of making a link that says "clíck here" for more information about bicycle accessories, it would be better to write: clíck here for more information about "bicycle accessories," with the keywords "bicycle accessories" being the anchor (clickable) text.

6. Install a navigation system that can be easily followed by search engines.

One of the most important steps in getting more traffíc to your site is to ensure that all of the site's web pages are included in the search engine indices. Normally a search engine robot will visit the main page of a site and follow links to the other pages. If your navigation system is based on java scrípt, or on images, there is a possibility that some search engine robots will not be able to follow the links and thus they will not pick up the interior pages of your site. One simple remedy for this problem is to build an additional text-link navigation bar and place it at the bottom of the page. This additional navigation bar will serve multiple purposes:

a. Help the search engines to reach the interior pages.
b. Put your keywords in link "anchor text".
c. Remind the user to go deeper into the site by repeating the navigation options again.

7. Build a site map page or use the Google sitemap option.

Getting all of your pages indexed is so important, that it is also prudent to take another step that will ensure that all of your pages are visited by search engine robots. A site map is a page that has text links to all of the pages of your site. As with a text link navigation bar, a site map serves multiple purposes:

a. It helps users to find what they are looking for on the site by providing an outline summary of all of your pages.

b. It helps search engine robots to land on the interior pages.

After you build your site map page, be sure to make a link to it from your home page and the other important pages of your website.

In addition to a normal site map page, you can also make an XML site map, upload it to the server and then register it with the Google site map tool. You can use a free online utility to create your XML site map at: http://www.xml-sitemaps.com/ and visit http://www.google.com/webmasters/sitemaps for more information. This process is easy to accomplish, and registration with the Google sitemap program will supply you with important statistical information from Google as well as help to get all of your pages indexed.

8. Once your website is up and running concentrate on off-site optimization.

So far all the steps that we have outlined are concerned with on-page factors, the parts of your website that are under your control. But your ranking in Google and other search engines will also be heavily dependent on off-page factors such as how many high quality sites link to your site. Unless you obtain a good amount of high quality links to your site you will not be able to compete in highly competitive search categories.

By far the best way to get links to your site is to build a site that has valuable content. You should endeavor to build a site that is so "cool" or so unique, that other people will link to you without even asking you. Of course this is easier said than done, but it should be what you are striving for.

The next best way to get high quality back links to a website is to write informative articles and get them published on other websites with a link back to your site. This process is known as article marketing and it not only helps to build incoming links, but it also builds your online reputation as an expert in your field.
 
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