Beginners Guide to SEO

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Building an online brand and developing an internet site that is profitable, can be achieved with the right guidance and expertise. The main objective of any website should be to help a business flourish, communicate any desired messages, and most importantly ultimately aid in the profitability of the company either through direct online sales or by providing offline prospects.

To begin with, an internet site must be consumer friendly, thus visible and with easy navigation. There is little point in building a website that cannot be located because SEO has not been considered, you find it difficult to navigate, and/or the desired target keyphrases have not been applied to relevant pages.

Google displays it search engine results pages (SERPS) based on Relevance + Pagerank. Relevance is determined by displaying pages that include the search terms in the content of a page, particularly terms that feature in the title and description tags, plus keyword repeated on the page.

Pagerank is determined by the number of quality and relevant inbound sites to that site. Quality is determined by relevance and the number of outbound links from that particular linking page. E.g., a BMW cars website that has a link from another BMW related website will carry greater relevance, than if the linking site was about say ‘offices for rent’. If the BMW car website was also the only outbound link on that page – even better. The more outbound links (particularly to other BMW car websites), the less weight is given to each, thus Pagerank would then be divided by the number of outbound links.

If the linking site has itself secured good pagerank, then that will benefit the BMW cars website… A simple explanation for this is to search ‘pagerank’ in Google and view the wikipedia site.

The key to Relevance then is to ensure that your ‘on-page’ SEO is given serious thought when constructing your website. Choosing the right keywords and phrases that are relevant and on-topic. Plus, to gain trust and authority (Pagerank), try to establish links from quality and websites relevant to your industry by producing compelling and rich content that people want to link to and share.

On-page SEO begins with you identifying and assigning quality keyphrases to individual pages; ensuring that important SEO HTML title and description tags are assigned, and search engine indexing limits are maintained. If you can also ensure that the URL for each page reflects the assigned keywords for that given page, that is ideal – but keep them short. Important: only assign one keyphrases to any given page to avoid keyword cannibalisation.

No SEO company can guarantee your site being number#1 in Google or any search engine, because it depends on how competitive the keyphrases or words you assign to your site. For example, if the current number #1 website for ‘BMW Cars’ has over 50,000 highly relevant and quality inbound links, it will take considerable time for you to gain this number of inbound links to your site.  And, this assumes that the website that is currently ranked number#1 stops building natural links from even more quality domains. It really depends on how competitive your chosen keyphrases are and whether your competitors stop strengthening their link position. The broader the keyphrases, then in general the more competitive they are. Narrow keywords, also known as ‘long tail’ can often be easier to rank number #1, and although they may bring less visitors, they are often the most profitable. E.g. Broad keyword: ‘BMW X5′ – Narrow keyword: ‘Buy BMW X5 London’.


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