Optimization is the art of building a website that is easy for search engines to read and understand.
It is not a dark art, there are no magic tricks, if fact using tricks that you might find on the internet to make your site perform better in search engines can ultimately result in your site being black listed which is a position that it is very hard to get out of.
Think of it from the search engines point of view:
- Folk will only use their search engine if it returns relevant results that reflect the search phrase and ranks the pages in such a way that the top page is the best answer to the search request
- If a page manages to cheat the search engines such that it comes top for a given search even though it is not useful to the searcher, then the search engine has failed and the user is likely to go elsewhere
- If a page comes top because it is clearly an authority on its subject and is popular on the web, by virtue of having many links to it, then it is a good search result and everyone is happy
Choosing the right keyword phrases needs careful thought and research. Many keywords will relate to your topic but some will have so many other sites featuring them that the chance of your site competing will be minimal.
Other keywords that you think might work will have very few searches for them and a lot of competition so again they are not so good.
The ideal keyword phrase will be one that has a lot of searches but very little competition. Such phrases do exist but can be hard to find, and because no search engine is going to tell you how they rank pages, it is very much a suck it and see, make adjustments and try again.
Applying your chosen phrases to the pages of your site is a delicate operation as well. Too often and the page will be deemed to be spam, too infrequently and the search engine will not know what the page is about.
We have developed our own tool for keyword research so ask us about the babelPhrases tool which can give you some useful insights. Then when you have chosen your keyword phrases we can help you by including them in the most effective places on the pages